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December 23, 2023January 15, 2026 Blue Seven Content Uncategorized

Are You Looking for the Best Legal Content Writers? (Updated January 2026)

When building out your law firm SEO content, one of the first things you need is content that represents your firm. This content should cover a range of topics, from details about your practice areas to specifics about your law firm team. However, when you are already focused on your firm, and you have clients to think about, you ~~may not~~ don’t have the time to write dozens of pages for your website.

When you need to accurately represent your firm online, you need the best legal content writer on your side. The right legal content writers can take complex legal concepts, streamline them so that clients can easily understand without being misled, and encourage clients to work with your firm. Our team of legal content writers has the skills and resources to make this a reality for your law firm website.

What Sets Blue Seven’s Legal Content Writers Apart?

From the first day in business, our motto has been “Original, Researched, Optimized,” and we’ve doubled down on being a human-first company.

Attorney Driven

From the top down, we’re just a legal crew. Co-founder Victoria Lozano is a practicing attorney in Chicago, and there are many talented current and retired attorneys onboard ready to help write and review content.

Human Crafted

Human connections are everything. We believe humans communicate with other humans better than AI can, which is especially important for the type of content you need. Your potential clients have real-life issues, and they want help from a real person.

Immediately Scalable Solutions

We work directly with marketing agencies. We can handle some of your content needs or all of them. Overflow issues? We can help. Tired of wrangling a writing team. We got you. We’re a fractional SEO content team with the experience to help you scale immediately without a quality decline.

Communication Like We’re Your Team

You can reach us at any time. We’re not going to leave you hanging like many other content companies. If you have a question or need revisions, a member of our team (a real person) will help you nearly instantaneously. We believe in unreasonable hospitality.

Types Of Legal Content You May Need

When building out a law firm website, you need more than a homepage that describes your firm, some pictures, and a contact form. You need content that shows your clients what they can expect if they choose to work with your law firm.

This content can vary and may cover a range of topics, including pages specific to the practice areas you cover, from family law to personal injury to criminal law. Below is a sample of the types of legal content you may need and what we can provide:

Note that not all of these types of content are necessarily focused exclusively on the law. We provide not just legal content for the clients but also content that highlights your team of attorneys and showcases what makes your firm different. We also certainly provide content for sources other than your website. We’re adaptable. Great writing and research skills are transferable.

What Makes a Good Legal Content Writer?

You may have worked with content writers before who provided clean, readable content that served its purpose, but may not have provided the impact you expected. So, what makes a good legal content writer?

Writing good legal content is not just about grammar and spelling. The right spell-check tools can make this part of the process easy. What makes a great writer is making the content as relevant, useful, and easy to read as possible for the client. Making sure that readers are able to understand the content without feeling confused or frustrated is also vital to converting them from readers to clients.

To achieve this, our legal content writers have a number of resources and steps they take to ensure your legal content is as good as it can be. That includes the steps below, which our content writers strive to provide for each of our clients.

The best legal content writers are humans, not machines.

Strong Research Skills

State and federal laws are constantly changing and developing, meaning that staying on top of these changes can mean extra research. You may even want content that covers specific laws that are actively in development. That includes bills that are in the process of being passed, especially ones that may have a significant short-term impact on your potential clients.

The best legal content writers are also some of the best researchers. They have the tools to access information that is accurate, up-to-date, and provided to the client in a way that is easy to understand.

Always Original, Never AI

AI has come a long way. It can summarize articles, draft outlines, and assist with research, but when it comes to producing accurate, reliable, and truly effective legal content, it still falls short. Especially in 2026, when Google’s AI Mode is reshaping how search results appear, law firms can’t afford to publish content that’s generic, outdated, or wrong.

At Blue Seven Content, we don’t reject AI entirely. We use it thoughtfully to support efficiency, not replace human expertise, and it doesn’t even draft our work. We understand that legal content needs more than keywords and formatting. It needs nuance, compliance awareness, and trust-building language that only a human writer can deliver.

Here’s why AI can’t carry the weight alone:

Fact reliability is inconsistent. AI systems can hallucinate facts, cite non-existent laws, or pull outdated information.
Tone and empathy matter. Legal content isn’t just informative. It’s persuasive and sensitive. AI struggles with that human touch.
Originality is essential. Much of what AI produces is derivative. Google’s systems are trained to detect and devalue unoriginal content.

When it’s your reputation on the line, there’s no substitute for well-researched, custom-written content. That’s what we deliver to you, every time. At Blue Seven Content, we think we’re the best option for your legal content writing because we have a strict policy around our AI usage.

Attention to Detail

If you have a house style, you want your content to follow those guidelines. That includes everything from specific phrases and practice areas you avoid to the way you format your law firm name. These little details go a long way toward creating a first impression of your law firm.

Because putting your best foot forward is so important, having a legal content writer who understands this and pays attention to these details is vital. While any legal content writer can produce pages for your website, a good legal content writer will ensure that the specifics that make your firm stand out are present.

That includes knowing details about your firm’s achievements. For example, you may have specific awards from your community that you want to highlight. A good law firm content writer will ensure those things are included on your site.

In Tune With Current Best SEO/GEO Practices

While presenting an accurate picture of your firm is key to helping your audience grow, the best legal content writer will also keep the algorithm in mind as well. To get the attention and traffic you need for your website, your legal content writer will also need to be aware of search engine optimization (SEO) best practices. Consequently, good SEO content focused on the reader also does well in generative engine search.

These best practices include proper headings, keyword optimization, and localization that can help Google understand what your page is about and what locations you serve. Legal content writing is a balancing act between writing for your clients and for the search engine, and the best content writers find a balance between both.

Why High-Quality Legal Content Matters More Than Ever in 2026

As legal marketing continues to evolve, so does the way potential clients find and evaluate law firms. While traditional advertising, like billboards and radio spots, still has its place, most legal consumers today start or end their search online. With Google now integrating AI-generated summaries into search results, standing out requires more than just having a website. Your content needs to be clear, credible, and persuasive.

Low-quality content, whether generated by AI or written without care, can damage your firm’s reputation. If your site is confusing, vague, or inaccurate, potential clients may leave without taking action. Some may even question your professionalism based on the content they find.

This shift is especially important for law firms that want to improve their visibility in search results or gain traction in competitive markets. Having a website is no longer enough. Your content should:

Answer real client questions in a clear and accurate way
Reflect your firm’s values and strengths
Show both clients and search engines that you are a trusted authority

At Blue Seven Content, our legal content writers are best positioned to focus on creating work that does more than fill space. We produce content that earns trust, improves visibility, and helps law firms grow their online presence in 2025 and beyond.

Do I Need an In-House Law Firm Content Team?

Having a law firm content writer who understands your firm’s needs can be useful and can provide you with ongoing legal content for your website. However, you may be concerned about having an in-house content team, and you may even be concerned that you do not have the budget for so much content. Fortunately, you do not have to worry about hiring new sources of writing when you work with our team.

Our team of legal content writers can provide content for your team at varying tiers of quantity. For example, you may want to simply expand your number of landing pages as a one-time effort. In other cases, you may want regular blog posts that help support your current layout. In other cases, you may have no content at all and need to fully build your site’s content.

Even without an in-house content team, this is an achievable goal with the right law firm content writers. The right team can provide needed pages in various forms and can produce more as the need arises.

A Note for Marketing Agencies Who Need the Best Legal Content Writer

If you’re a marketing agency, whether you focus specifically on legal marketing or not, you may need help with your content needs. Many agencies have wonderful internal writing teams, but they can get overwhelmed quickly when there’s an influx of content needs.

At Blue Seven, we can partner directly with marketing agencies. We do it all the time and know that scaling law firm SEO content, whether as a law firm yourself or as a marketing agency, isn’t an easy task. But when you have a team of the best legal content writers ready to go, it’s not as hard as you think.

Reach Out for the Top Legal Content Writers Today

Building a strong online presence is not just about social media posts and the technical side of your website. Much of what Google looks at, and all of what your potential clients look at, is the content that is actually on the page of your website. Building out this content, from your homepage to your monthly blogs, is key to painting a picture of what your law firm can offer.

At Blue Seven Content, we offer a broad range of content writing packages for law firms of many sizes. But what you can expect from all of those packages is high-quality legal content from some of the top content writers today. You can expect our team to provide the detail, focus, and quality you expect from us.

Ready to discuss your options for building out your content? Our team is ready to talk about what our writers can provide for your law firm’s website and how we can help your law firm grow. To learn more about our services, connect with us by calling, emailing, or filling out our online contact form.

Updated by Allen Watson – CEO of Blue Seven Content

December 23, 2023December 23, 2023 Blue Seven Content Uncategorized

AI Legal Content Marketing – Where Do Human Writers Stand?

Let’s face it. Law firm content marketing is a lot of work. The prospect of having to manually create quality legal content on a consistent basis can seem daunting. So, what a welcomed relief to discover AI content writing – right? When ChatGPT first came on the scene last fall, AI legal content marketing seemed like the perfect solution to the need for humans to write legal content.

But what at first seemed like a revolution in the way legal content could be written has a year later given way to a more realistic evaluation of how generative AI (GenAI) can be used in creating content for law firm websites.

AI law firm writing is not bad. In fact, some of it is pretty darn good. However, as time goes on, GenAI content can become like copies of copies, producing content that is duller, more diluted, and less accurate. And to think AI-generated content can take the place of human-written content is to deny the natural ability humans have to connect with other humans by offering unique perspectives and relatable stories.

AI Law Firm Marketing with ChatGPT

ChatGPT is an AI model that is able to interact with users in a conversational way and produce human-like text responses, often in seconds. ChatGPT was initially trained on massive amounts of internet-sourced data current only up to September 2021. As of September 2023, ChatGPT has the ability to browse the internet for up-to-date information. For law firms, ChatGPT and other GenAI platforms offer ways to improve efficiency, reduce costs, and create a better client experience.

In its current iteration, ChatGPT is already a useful assistant for lawyers and law firms when used appropriately. It is able to quickly and accurately summarize large documents into desired formats. It is a great starting point for drafting forms and templates. It can generate useful ideas to help attorneys with legal strategies. AI can create emails, social media posts, and copy for use on websites. The technology will become even more useful to the profession as legal technology providers incorporate it into their specifically tailored products.

Good as it is for some uses right now, GenAI cannot replace the need for significant human involvement to guarantee, at a minimum, content accuracy and originality. As some attorneys have found out, legal content written by ChatGPT is not a finished product and should always undergo final revision and editing by human writers.

The legal marketing realm looks different now than it did a year ago because of artificial intelligence models like ChatGPT.

Limitations of AI Legal Writing

In many instances, GenAI can create adequate content that provides accurate information. ChatGPT also uses a type of natural language processing, allowing it to understand context and maintain conversation flow to provide more natural responses and build on previous conversations. However, it is not able to create better or beyond the data it learns from.

ChatGPT can’t write with personality. It can’t write from experience. It can’t express an opinion or formulate original ideas. There is a generic quality about AI legal writing that can make it land flat with readers and make it hard for search engines to distinguish from other AI generated content on the same topic. Only human writers can add the flavor that engages readers and connects with them on a personal level.

Legal and Ethical Considerations with AI Legal Content Marketing

Law firms that incorporate AI into their practices should have a basic understanding of the potential legal and ethical issues that could arise. The American Bar Association (ABA) reminds lawyers the use of AI in a legal practice can raise ethical issues with regard to:

Confidentiality
Competence
Practice Management
Honesty

At this point, there are still more questions than answers, but practitioners should be aware and educate themselves on how the use of AI as a legal practice assistant has been addressed within the jurisdictions they practice.

Using AI-generated content may also raise legal issues regarding copyright infringement. The way ChatGPT and other GenAI programs learn and create content has the potential to violate copyright laws. The AI training process involves making digital copies of existing works on the internet.

The works are copied without the permission of the copyright owner, who is guaranteed exclusive use. AI companies are arguing that the copying constitutes an allowable ‘fair use’ of the creator’s work. Copyright infringement may also occur if the AI-generated content is too similar to the work it copied.

There have been no legal determinations as copyright infringement cases are just starting to make their way through the courts. A report by the Congressional Research Service (CRS) addresses the questions about how AI content writing might infringe on copyrights and suggests Congress may wait for some guidance from the judicial system before deciding if additional legislation will be required.

How AI Law Firm Marketing Could Get Ugly

How would you feel if you had spent 10 years building your law firm website with quality human-written content and someone downloaded your sitemap to use GenAI to mass produce content based on all your page titles, hijacking your website traffic in the process?

A recent Hubspot blog article discusses how AI was used to generate content from copied page URLs that was just different enough from the original content to pass Google’s duplicate content filters. One of the reasons this type of unscrupulous content marketing strategy was successful (for a while, anyway) was that the content being written was largely instructional and didn’t lend itself to much insight or variation.

Hubspot’s director of Global Growth, Aja Frost, says AI would have a much harder time duplicating content that communicated tone, interpretation, perspective, or experience – all contributions humans bring to content writing.

AI Content Writing and Google’s Helpful Content Guidelines

It remains to be seen how human-written content will fair against GenAI content in search engine results. Google has made it clear that how content is created will not be its focus going forward. The quality of the content itself will determine how it is indexed and ranked.

Google’s Helpful Content System was introduced in an update in August 2022 as a guide to help content creators produce better content. The algorithm rewards content that is helpful and focused on people rather than search engines. There have been a couple of updates to the original guidelines – the most recent coming in September 2023.

A noted change in the recent update was the preference for ‘content created by people, for people’. The language of the guidelines now reads ‘content created for people’, indicating Google will not reward or penalize content for the source of its creation.

Though Google may no longer explicitly favor content produced by humans, its guidance for creating helpful, reliable, people-first content suggests that well-written, human-created content might still be more favorable. When talking about page quality, Google is looking for content that is original, provides insightful analysis or interesting information, and adds substantial value as opposed to merely rewriting sourced information. In other words, Google is looking for something unique as a way to distinguish similar content.

In pointing out indications of the kind of search engine-first content to avoid, the guidelines provide content creators with some questions that can be used to evaluate their content, including the following two:

Are you using extensive automation to produce content on many topics?

Are you mainly summarizing what others have to say without adding much value?

Bland, dull, mass-produced content that doesn’t offer anything new is not going to perform well in search engines and is just not a good way to stand out from the crowd.

Why There is Still a Place for Human Writers in AI Legal Content Marketing

Although as content writers we hate to admit it, AI is going to replace the need for human writers to produce some types of simplistic, repetitive content. But, AI does not have the capability to generate more complex writing projects requiring analysis, creativity, perspective, or opinion. For distinctive writing and fresh ideas, skilled human writers will continue to be in demand.

In most cases, AI will just assist human writers with time-saving functions such as generating ideas, creating outlines, and doing research. Human writers will still need to make sure the content is helpful, reliable, and people-first.

With legal content, there will always be the need for significant human involvement to make sure the content provides up-to-date information gathered from reputable sources without plagiarizing other content. By the time AI-generated legal content is checked and appropriately edited to ensure accuracy and search engine receptivity, a human writer might as well have done it right the first time.

Human-written content may also be more appealing to potential clients who are considering hiring the legal services of a law firm. A major purpose of legal content marketing is to establish authority and build trust. When contemplating AI legal content marketing lawyers need to consider reader expectations.

Do people reading content on a law firm website have the right to know how the content was created?
Do readers of law firm website content want to know how it was created?
If readers found out the content was created by GenAI would that increase their confidence in a law firm or its attorneys?

Google’s position is that how content is created should be revealed to users when users would have a reasonable expectation of knowing how the content was produced.

Human Legal Content Writers Won’t Make Up Facts That Aren’t True

AI models can create content that sounds good but is not factually accurate. This is known as ‘hallucinating’ and has gotten a few lawyers in hot water for relying on GenAI content without verifying the information.

As the result of some lawyers’ misplaced reliance on legal authority made up by ChatGPT, several courts are now requiring attorneys to disclose the use of GenAI in documents submitted to the court. As the use of GenAI continues to grow and develop, it is likely that standardized rules will be established regarding the use of AI to generate legal documents to ensure integrity is maintained in the practice of law.

Human Created Data is Necessary to Avoid AI Model Collapse

There is another good reason human writers won’t be going anywhere anytime soon. As more and more AI-generated data gets dumped onto the internet the AI models begin training on other AI-generated data, which affects the quality and reliability of AI-generated content.

With each new AI iteration, AI content becomes more distorted, leading to a degeneration of content over time. AI model collapse occurs as AI trained on AI gets further and further from the original source of data becoming more homogenous and losing complexity and diversity.

What can be done to mitigate the potential for AI model collapse and maintain the accuracy and reliability of AI-generated content? One proposed solution is to consistently introduce new, human-created data into the training process.

Connect with Your Clients with Blue Seven’s 100% Human Written Law Firm Content

At the end of the day, you want the content you put on your website to connect with the people you are trying to reach and to persuade them you can give them what they need. Law firm content has to do more than merely inform. It has to reach out to people who may be very vulnerable because they have a legal problem and aren’t sure who to trust for the solution. Only human writers can understand how to write content targeted to affect the way people feel.

The writers at Blue Seven Content aren’t just any human writers. They are hand-picked professionals who receive thorough training and must meet high-performance standards. Content produced by Blue Seven writers is always well-researched, authentic, optimized, and people-first. Our multi-level editing process assures you receive quality content that is ready to go on your website. If you want the content on your website to stand out to search engines and potential clients, contact Blue Seven Content.

Written by Mari Gaines, JD – Legal Content Writer

December 15, 2023December 15, 2023 Blue Seven Content Uncategorized

EEAT and YMYL For Lawyers – These Terms Are More Important Than Ever (2024 Edition)

SEO involves using various strategies when creating content so search engines will make the content available to persons looking for particular information. The type of information a user is searching for determines how carefully Google evaluates it before showing it in search results. Some content has the potential to deliver information that could be harmful to individuals, groups of people, or society in general.

EEAT and YMYL for lawyers refer to acronyms describing content subject matter that has the potential to be harmful and content characteristics Google considers important for determining the quality of the content for search ranking purposes. When someone is looking for information, Google wants to identify the search results that best satisfy their needs. Google never wants to display search results that are misleading, offensive, harmful, or disturbing to a user.

Because law firms often deal with YMYL topics, infusing content with EEAT helps Google understand that law firm content is the reliable, trusted information a user should see.

Superwoman EEAT battles Superman YMYL. — Do you know what EEAT and YMYL mean for your law firm?

What is YMYL content?

YMYL stands for ‘Your Money, Your Life’. Google’s latest Search Quality Raters Guidelines defines YMYL content as content containing information that could significantly affect someone’s health, financial stability, safety, or the general welfare and well-being of society. Because reliance on YMYL content could critically impact a user’s life, search engines scrutinize YMYL content more carefully to ensure the data can be trusted.

Law firm website content is often YMYL because law firms provide information about laws and legal procedures. Some may provide medical information related to injuries or recommend a course of action based on certain circumstances. Users looking for legal information are likely trying to find answers to life-impacting problems.

The harm from YMYL content can come from the content subject matter itself or from misrepresentations or inaccuracies contained within the content. The greater the potential for harm, the more likely content will be identified as YMYL.

Topics that provide information or advice are YMYL for lawyers if significant harm could result from inaccuracies or poor guidance. Many users who land on law firm websites are searching for legal information because they are trying to decide what they should do. Inaccurate information or bad direction could cause someone to jeopardize their legal rights and, quite possibly, their health, safety, and financial well-being.

Once a search engine determines content is YMYL, it has to decide if the content is reliable and can be trusted by users.

How Does EEAT affect YMYL content?

EEAT (previously EAT) are factors a search engine uses to evaluate YMYL content to determine its quality. Prior to the most recent update, EAT (expertise, authoritativeness, trustworthiness) were the key indicators of page credibility according to Google’s page rating guidelines. Google added the second E for experience, deciding actual experience with the topic subject matter was relevant to the quality of the content.

EEAT are not ranking factors, but rather they help Google determine the reliability of the content. Reliability improves content quality, and quality is a significant ranking factor. EEAT for lawyers means including the following kinds of information in law firm website content where appropriate:

Experience – Google considers personal experience a credible source of information about a topic. Writing from experience can also make content more personal and relatable. AI-generated content can never produce a unique experience, so writing from personal experience distinguishes human-generated content from AI-generated content. Content that describes actual experience may also appeal to Google’s upcoming AI-generated Search Engine Experience (SGE), which will be able to access more data and provide users with a more diverse mixture of search results.

Expertise – Search engines want to know that the content’s author has the necessary skills, training, or other qualifications to provide competent information about a topic. Factual accuracy and credible sources of information help demonstrate expertise.

Authoritativeness – Authoritativeness is based on Google’s assessment of the content as being a go-to source for the requested information. Authoritative content goes deep and provides comprehensive information on a topic. Establishing topical authority on a particular subject shows Google the content is authoritative. Topical authority is built by creating content pillar pages and internally linking to subtopic content pages that discuss relevant keywords. Content with strong authority is more likely to be linked to by other credible websites, which further increases its authoritativeness.

Trustworthiness – Evaluating experience, expertise, and authoritativeness are indicators that Google uses to get to the most important determination, which is the trustworthiness of the content. Is the content accurate and reliable? If content is deemed untrustworthy, it will get a lower quality ranking, which will not help the overall ranking position.

Link Building Boosts the Trust Factor of Law Firm Content

Having other authoritative and reputable websites link to a law firm website is a big indicator of content reliability to Google. Credible backlinks continue to be a top 3 search results ranking factor.

The best way to attract backlinks is to create good content that is considered reliable by other credible authorities. Generally speaking, longer and more thorough content attracts more backlinks than shorter, more abbreviated content. Regularly posted, well-written blog content can help law firms generate backlinks.

Other ways attorneys can get started with link building involve taking advantage of opportunities to link back to their websites from other online platforms.

Guest posting to law-related or other relevant websites
Posting on social media
Getting listed in reputable legal and business directories

Why YMYL and EEAT are Important Considerations When Creating Law Firm Content

In many cases, when someone has a legal question, they are searching because they have a problem that affects their money or their life. It is safe to assume law firm website content will receive the more rigorous examination of YMYL pages. This makes it imperative law firms create content Google can distinguish for its quality.

EEAT is about telling search engines content can be relied on to provide helpful information to a user. Attorneys and law firms need their content to communicate credibility to Google if it is to be seen by prospective clients. Making sure content is optimized for EEAT is an ongoing strategy that benefits from periodic reviews for accuracy and updating for freshness.

Optimizing YMYL Law Firm Content for EEAT

Although there are over 200 ranking factors that Google takes into consideration, according to SEO strategist Backlinko, content quality is still the most important ranking factor. EEAT is a primary means Google uses to determine if YMYL content is trustworthy and, thus, a quality source of information.

The following content creation tips will support EEAT optimization and better search engine rank results:

Create content that is original, helpful, people-first, accurate, and unique.

Establish topical authority with in-depth content addressing all keyword variations.

Boost the experience factor with user-generated content such as testimonials and reviews.

Build strong internal links between pages to ensure your website is well-organized and easy for search engines to navigate.

Update and add new content regularly to demonstrate expertise and build authority.

People-First, Not Search Engine-First

Google wants content created primarily to help people. Content created primarily to attract search engines will not be rewarded. Google has created guidelines for assessing whether your content is people-first or search engine-first.

In a recent update, Google clarified that existing content would need to be substantially edited (people-first) in order to boost a page’s freshness factor. Google will not recognize any value in merely changing publication dates (search engine-first) when the content remains basically the same.

Remember SEO Only Succeeds on a Healthy Website

When discussing optimizing YMYL content for EEAT, the importance of website health cannot be overlooked. Website health is how well the technical aspects of a website function. Problems with internal or external broken links, security issues, pages without links (orphan pages), slow loading speeds, and duplicate content can all affect how Google accesses website content and what it does once it finds it.

Google discovers data by crawling the web in search of pages. If website navigation by web crawlers is thwarted, content may not be indexed to show in the SERPs. Even when content is discoverable, there is no guarantee that it will be crawled. Having a sitemap helps Google crawl a website more efficiently by telling the program which files to crawl and why they are important.

Find a White Label Content Services Provider to Write Your Content

Assuming the navigability of your website, it is the quality of your content that will ultimately determine your marketing success. Creating quality content for law firm websites involves a lot more than good legal writing. It is a technical skill to incorporate all of the SEO components into content and make it authentic, engaging, people-first, and written from a law firm’s brand perspective.

The legal services industry is highly competitive, and there is less room all the time in the crowded field of top search results. If you need help producing a consistent flow of well-researched, strategically optimized, original law firm content that is written by people for people, give Blue Seven Content a call.

Written by Mari Gaines, JD – Legal Content Writer

November 17, 2023February 26, 2024 Blue Seven Content Uncategorized

White Label Law Firm SEO Content – What It Means

Law firm marketing in the digital age is all about getting the attention of potential clients. How a law firm is able to distinguish itself and its services from other law firms with similar practices is the difference between receiving a steady stream of prospective clients and wondering where the next client will come from.

Well-written SEO content is a vital component in any law firm marketing strategy. Good content is what helps a law firm attract and maintain quality clients. Bad content causes potential clients to click away – if they even see the content in the first place.

The content that goes on a law firm website can’t be an afterthought. Writing quality law firm SEO content is a skill. It has to be thoughtfully tailored to achieve a specific purpose. Content must be interesting, informative, accurate, persuasive, and written with search results in mind. It should be created so it performs consistently over time and produces measurable results.

Pursuing white-label law firm SEO content is a way for law firms and legal marketing agencies to obtain the consistent production of expertly crafted original content written to client-specific preferences.

Blue Seven Content provides white label law firm SEO content reviewed by practicing attorneys. — Blue Seven Content provides quality, well-researched law firm content.

What White Labeling Means

White-labeling is a type of business outsourcing. Outsourcing is a way for businesses to save time and money and still be able to offer high-quality products or services. White-label providers create products or services that other companies can purchase and then brand as their own.

White-label legal content writers are ghostwriters for hire. They have a working knowledge of the subject matter and the research capabilities to create accurate and authoritative content.

The writers receive information about what to write and often who it is to be written for and then produce content that will be owned by and branded as the law firm client.

White Labeling Does Not Mean Generic Reproduced Content

White labeling can describe a generic product that is branded and sold by different companies. However, it cannot describe law firm content because duplicate or very similar content found on different sites is not SEO-friendly. Therefore, each piece of white-label law firm SEO content must be distinctly crafted to the specifications and business practices of individual law firms.

Well-written SEO content is as critical as ever for successful law firm marketing. Content that is easy to read, informative, accurate, and optimized to reach the right type of client is still a key component in a law firm’s overall marketing strategy.

Most people with legal issues are going to begin to search for answers online. According to a recent survey conducted by legal marketing services provider Attorney Sluice, 70% of the persons surveyed said if they needed to find an answer to a legal question, they would first search for the answer online.

About 45% of those surveyed said they would start their search to hire an attorney online either by using a search engine or visiting a social media platform. When asked about the significance of placement in search results, 34% believed the best lawyers were those ranking the highest. Another 12% believed higher search result rankings meant more legal experience.

Law firms wanting to have their content appear before persons with legal questions or needing legal services have to publish content that is going to rank as high as possible in response to targeted search queries. Content that is poorly written or not optimized properly will likely not be seen by those it’s trying to reach, thus wasting a law firm’s valuable time and marketing dollars.

Law Firm Content Must Rank High in SERP to Get Results

Being highly ranked on page one of the relevant search results is the desired position for any law firm content targeting a specific search inquiry. The content must compete with and outrank a lot of similar content in order to achieve a top position. Consequently, close attention must be paid to the specific details that can affect ranking when creating content.

According to the SEO tool suite platform Semrush, the page landing in the number one spot in Google search results has an almost 28% chance of a click-through. The click-through rate drops by about half for the number 2 spot and falls all the way to 2% for content in the number 10 spot. Content that appears on page 2 of the search results or beyond has very little chance of ever being read.

Well-optimized content lets a search engine know that it best meets the needs of a search inquiry by including quality factors that set it apart from competing content. Following are some content creation tips that indicate content quality and can boost search engine placement.

Content should thoroughly cover a topic so it doesn’t leave a reader needing to look elsewhere for additional information.

Tell Google the content is reliable by demonstrating E-E-A-T (experience, expertise, authoritativeness, and trustworthiness).

Make the content unique by incorporating original ideas or examples.

Make sure time-sensitive content is updated to keep it relevant to current searches.

Try to write content at about an 8th-grade reading level so it is easy to understand.

SEO marketing expert Backlinko recently analyzed close to 12 million Google search results to identify factors that correlate with first-page search result rankings. The key findings included the following factors relating to content:

Better link authority (the measure of how many other websites link to your content) means higher ranking.

Content that covers a topic in-depth ‘significantly outperforms’ superficial or incomplete content.

The average Google first page search result contains just under 1,500 words.

Websites that people stay on longer (because of great content!) tend to rank higher.

If law firms want to achieve their marketing goals, they need to publish a lot of quality content on a consistent basis. Trying to produce a large volume of content can be time-consuming, costly, and detract from core law firm business operations.

In addition to lots of it, the content needs to have all the pieces so that it ranks well, engages readers, builds trust, enhances brand awareness, drives traffic to a website, and ultimately results in law firm clients. That means the content must incorporate current SEO best practices and be written in such a way that it pulls the reader in and convinces them they have found the solution to their legal problem.

Whether a law firm does its own marketing or uses a legal marketing agency, white-label law firm SEO content writers are specialists who can produce engaging, well-researched, original content in high quantities while maintaining consistent quality.

Law Firms

Digital marketing has become very specialized. To be good at it takes consistent practice and staying on top of an ever-changing digital landscape. It can be a full-time job all on its own. Yet, in addition to practicing law, lawyers also handle marketing in the majority of US law firms. Only about 33% pay internal staff or an outside agency to handle legal marketing.

So, what is the problem with lawyers creating their own content? Well, there can be several problems for the lawyer looking to improve a law firm’s ROI.

Content creation takes time away from practicing law
Content may not be promoting the law firm brand
Content may not be adequately optimized for search engines
Content may not be written to prompt readers into action
Content may not connect with the right readers
Content may not be produced consistently

The bottom line is that it is typically more cost-effective and gets a law firm better marketing results to purchase tailor-made content from writers who regularly create SEO content for law firms.

Legal Marketing Agencies

Legal marketing agencies offer a suite of services to help law firms with marketing. Content marketing is often among them. Initially, marketing agencies may produce content in-house, but as a business grows and demands for content increase, it may make sense to cut agency overhead and use a reliable white-label provider for content creation.

Legal marketing agencies may have the technical prowess to produce fabulous content, but they may be able to scale their businesses more efficiently to meet the demands of clients by outsourcing content production to white-label writers.

How To Choose a White Label Content Provider

A white-label content provider is going to create content that a law firm will be using to represent its business to potential clients. There has to be a fit between provider and client so the content is consistent with how a law firm desires to brand itself.

Some basic criteria that can help determine the best fit when selecting a white-label content service include:

Qualifications/Experience – Visit the website and social media platforms of a white-label content provider. Do you like the content posted by the provider? Are you confident in the abilities of the writers? Do they offer the services you need?

Customization – A good white-label service provider will create content to meet specific client preferences, whether they be stylistic, brand specific, or in order to optimize the content for a particular purpose.

Quality Control – Content is intended to build trust between a law firm and potential clients. Readers expect it to be factually and legally accurate without grammatical errors. How is the content edited? What assurances exist confirming the quality of the product?

Accessibility – How available is someone to answer questions, respond to feedback, and address concerns? What is the level of commitment to client satisfaction?

Transparency – Does the white-label service provider say what they do and do what they say? Are they clear about services and pricing? Are you confident the company operates with the utmost integrity? Will your privacy be respected?

Just as a law firm’s content needs to build trust between the firm and its clients, there needs to be trust between a law firm and its white-label service provider to achieve the best marketing results.

Law Firm White-Label FAQs

How does white-label SEO content specifically address the unique ethical considerations in legal marketing?

White-label SEO content for law firms should be designed with an understanding of legal marketing’s ethical considerations, ensuring content complies with regulations and standards specific to the legal industry. This approach includes creating content that is accurate, informative, and respectful of confidentiality and advertising rules, addressing the unique ethical concerns that law firms face in their marketing efforts.

What are the specific steps a law firm should take to integrate white-label SEO content into their existing marketing strategy?

To integrate white-label SEO content into their marketing strategy, law firms should first identify their target audience and key practice areas, then select a reputable white-label content provider for law firms

that understands legal industry nuances. The next steps involve collaborating with the provider to create a content plan that aligns with the firm’s marketing goals, ensuring the content reflects the firm’s brand voice and ethics, and finally, integrating this content across their digital platforms for a cohesive online presence.

Can white-label content be customized to reflect a law firm’s specific brand voice, and if so, how is this achieved?

Yes, white-label content can be customized to reflect a law firm’s specific brand voice. This is typically achieved through a collaborative process where the law firm communicates its branding guidelines, tone, and target audience to the content provider. The provider then tailors the content to align with these specifications, ensuring it resonates with the firm’s brand identity and appeals to its desired clientele.

Why Blue Seven Content for Your Law Firm White Label Services?

Blue Seven Content writers are a dedicated group of professionals who love creating quality content. Our writers are carefully selected and receive ongoing training to keep their skills on the cutting edge of SEO content creation. The content we produce is well-researched, original, accurate, and designed to engage targeted readers.

All Blue Seven writers have secondary education. Some have legal experience and education. They all have diverse backgrounds and life experiences, giving them the ability to meet the expectations of even the most discriminating clients.

Providing a quality product that gets results for a client is the goal of Blue Seven Content. We are a very detail-conscious bunch and hold ourselves to high standards of performance. Each of our creations must pass through a multi-layered editing process before ever reaching a client’s inbox.

We are discreet about the law firms and legal marketing agencies we provide white-label services for. Our clients appreciate our discretion, and we are happy to respect their privacy.

We value our clients. On those rare occasions when a problem does arise, Blue Seven Founders Allen Watson and Victoria Lozano are quick to respond and work to resolve any differences to the satisfaction of the client.

Law firms need to publish a steady stream of great content to attract new clients and retain existing ones. At Blue Seven Content, we can provide law firms and legal marketing agencies with amazing content guaranteed to be authentic and 100% written by human wordsmiths.

Whether it’s practice area pages, niche landing pages, FAQs, or blogs, you can expect high-quality, fairly priced content customized to suit your business needs. Your law firm SEO content solution is only a message away. Reach out. We will be glad to show you what we can do.

Written By Mari Gaines, JD – Legal Content Writer

October 27, 2023October 27, 2023 Blue Seven Content Uncategorized

The Nuts and Bolts of Law Firm SEO Writing – It’s More Than Just the Writing

Law firm SEO writing is evolving at a rapid pace, with artificial intelligence, ChatGPT, and Google all throwing major curve balls over the last year. But it doesn’t change the fact that your law firm needs content and that content should serve a purpose. Yes, you want to be on page one of Google’s SERP, and you want to pop up in featured answers and SGE results.

A skilled legal SEO writer needs a combination of skills, of which quality writing is certainly the most important. However, there is so much more that goes into a law firm page than just research and writing. There are what we call the “nuts and bolts” of the page that really complete it and have it ready for the client and the intended readers.

Help ensure your great law firm SEO writing also looks great on the page.

Make it an Easy Read

Your page should be easy on the eyes, but this means a few things. A law firm practice area page, blog post, or any other page on the website should, first and foremost, be written in a way that’s easily understandable. The reading level needs to be appropriate for your intended audience, and this could look different depending on many factors, including the types of practice areas targeted and the education level of the website’s usual reader.

Seventh and eighth-grade reading levels are typically appropriate, but you can occasionally bump that up toward the college level. For example, you probably don’t need overly complex language or sentences if you’re a personal injury firm. However, if you handle, say, license defense for professionals such as doctors, financial advisors, or insurance agents, then you can get away with more elevated language.

Moving Beyond the Reading Level

Aside from the reading level of your law firm website content, there are various other ways to help make the reading process more enjoyable for the reader. This includes some easy formatting techniques.

Enough headings. Headings lay out a roadmap for the reader. They break up the page and give the reader a heads up about what’s next, allowing them to skim for the info they really need. You need the right amount of H2s and H3s, and this will vary depending on page length and the requirements of the page.
Shorter sentences. Long and complex sentences aren’t helping anyone. The rule of thumb is to keep your sentences shorter, but you can occasionally mix it up with a compound sentence.
Shorter paragraphs. Keep your paragraphs short for the most part. I know those high school English classes stressed five sentences a paragraph, but three is generally okay. Again, shorter means a person is more likely to read the information.
Bullet points. When the opportunity presents itself for a good bullet list, take it. Think about what your eyes do when they read a webpage. They probably skim, and they probably stop and read the bullets.

Between having the appropriate reading level and properly formatting a page using the suggestions above, you’ll be well on your way to crafting good content for a law firm website.

Get Those Headings Formatted Properly

We previously mentioned headings, and here we are again. Headings get their own heading in this article (SEO dad jokes?).

Your headings need to look right, and that’s not always as easy as it sounds. There are two main types of capitalization styles for headings on a website page: sentence case and title case.

Sentence case. In sentence case, only the first word of the heading and any proper nouns in the heading get capitalized. The following are examples of sentence case used:
- Types of compensation available for a medical malpractice claim
- How long do You have to file a slip and fall claim?
- Choose Blue Seven Content for Your law firm SEO needs
Title case. In title case, all words except for articles, conjunctions, and shorter prepositions are capitalized (the last word of the heading is capitalized no matter what). One way to understand this without thinking too much about it is that words with four letters or more are capitalized, while most shorter words aren’t. Proper nouns will get capitalized, as will verbs, no matter their length, so “You,” “They,” “We,” “Do,” “Is,” etc. will get capped. The following are examples of title case properly used:
- Types of Compensation Available for a Medical Malpractice Claim
- How Long Do You Have to File a Slip and Fall Claim?
- Choose Blue Seven Content for Your Law Firm SEO Needs

Which Style is Best for You?

The capitalization style you use for your legal SEO content will depend entirely on the preferences of your client. Over the years, I’ve seen the pendulum swing from using sentence case to title case multiple times, and I have clients who prefer each style. Right now, most clients prefer title case for headings. Still, others may prefer that every word in a heading be capitalized. This is something that is easy to get right when you work with a client regularly.

One of the main issues here is to keep it uniform. If you use title case for your headings with a client, always use title case for them. And you certainly don’t want to switch it up mid-page – that just looks sloppy. Before you start working with a client or handling content for your law firm, go ahead and decide how you want your headings formatted. Keep them uniform throughout the website as much as possible.

Choosing the Right External Links

External links are a good way to bolster your law firm website content. An external link to a quality source can help establish the facts of your page in the mind of the reader, adding credibility to your content. External links can also help increase the authority of your website.

However, you can really screw things up if you don’t use good links. Your law firm content writer should focus on reputable sources. We’re talking about looking for good .gov, .edu, or other sources from reputable entities. What you don’t want to do is link to other law firms or places like NOLO or FindLaw. While you can certainly peruse these places for information, don’t link to them on your firm’s website.

For blogs, depending on the topic, you can search for reputable news sources, but that can be tricky. Even though we’re legal marketers, we have to keep current political issues in mind. Half the country hates half of the news sources available, and the other half of the country hates the other half of the news sources. Don’t get mad at me. I just want peace.

Internal Links Back to Your Page

Internal links have to be a part of your strategy. Listen, we’re the content people. That’s all we do, so we don’t know your exact internal SEO strategy. But you’re going to need some internal links on each practice area page, FAQ page, or blog post.

Internal links help bolster your website in the eyes of search engines. They create an ever-evolving map for Google and others to use so they can understand the intent of your website. However, you don’t need to go linking to just any page. Be strategic about it. When you work with a skilled SEO team and content writers who “get it,” you’ll have the right internal linking happening to lead your readers and the search engines on the right journey.

Anchor Text for Links

This may not seem like a big deal for law firm SEO writing, but remember, we’re talking the nuts and bolts. The way a page looks and is formatted matters, and that includes the text used to incorporate internal and external links – the anchor text.

Anchor text has always been a pet peeve of mine. It’s not something you’d ever even notice on a page when it’s done correctly, but you definitely notice if it’s not.

Anchor text refers to the words you use to hyperlink your source into the law firm content page. I think some examples will help best illustrate this (ignore the actual sentence because I go in to look for data). In these examples (not actually linking out, but I’ve made it clear what the anchor text should be), we can see how the anchor text for a hyperlink should be a few words and centered on an area that would seem natural to click. We’ve all seen hyperlinks in just about everything we’ve read online.

Not so Good

When we examine data available from the Pennsylvania Department of Transportation, we can see that there were 40 billion motorcycle accidents last year across the Commonwealth.
When we examine data available from the Pennsylvania Department of Transportation, we can see that there were 40 billion motorcycle accidents last year across the Commonwealth.
When we examine data available from the Pennsylvania Department of Transportation, we can see that there were 40 billion motorcycle accidents last year across the Commonwealth.

Good Example

When we examine data available from the Pennsylvania Department of Transportation (PennDOT), we can see that there were 40 billion motorcycle accidents last year across the Commonwealth.

When you write your page, you don’t need to actually “bold” the anchor text. I only did that so you could more easily see which words were used. Some key rules we try to stick to are:

Don’t link the first word of the sentence (first example above).
Don’t link just a single word.
Link the whole name of an agency or entity if you link some of it (including acronyms at the end).
Don’t link more words than necessary (like example three).
Link relevant words (not like example two).

If you take a minute to read some reputable sources, you’ll quickly see that hyperlink anchor text should look seamless. Check out Investopedia, Forbes, Wired, and others for some good examples.

The Right Tone for Your Call to Action (CTA)

Your call to action can be fairly obvious or more subtle. This depends on your brand personality, the type of firm, and even the type of page. For a practice or service area page, you may want a more clear CTA since, in theory, your reader is there because they need your help for some pressing issue. You should make it clear why you’re the help they need and that they can call you now for a consultation.

However, for a blog or FAQ, you may want a more subtle CTA. You may not even want one at all. Again, it depends on several factors that you need to know before crafting the page. A good call to action is nuanced and examines all of the parameters you and your client lay down.

Get the Law Firm SEO Writing Nuts and Bolts Done Right

Having a good writer is everything. A quality legal SEO writer is worth their weight in gold, but they can turn to silver or bronze if they mess up the page basics. When you work with a content writing team, you want the whole package. Otherwise, you’ll just end up spending valuable time editing an otherwise well-written page.

At Blue Seven Content, we have regular meetings to review all of this and more. All of this is included in the guides our writers receive and in the initial training we provide. Not only that, but each piece passes through an editing phase to double-check all of this before a client gets anything.

We’re ready to help, and we don’t need a long adjustment period to hit the ground running with your law firm or legal marketing agency. Give us a call or send a message today, and we’d be happy to discuss these aspects of law firm SEO writing with you and your team.

Written by Allen Watson – Founder and CEO of Blue Seven Content

December 11, 2022February 12, 2023 Blue Seven Content Uncategorized

ChatGPT and Legal Marketing – Where do We go From Here?

(UPDATED FEB 2023) WRITTEN BY ALLEN WATSON: FOUNDER & CEO OF BLUE SEVEN CONTENT

ChatGPT and legal marketing – AI is about to completely upend the legal marketing field.

Okay, not really. But that’s what a bunch of people are about to tell you. Perhaps you’ve already heard that your law firm practice area pages and blog posts no longer need to be written by a human. Maybe someone has raved about how much money you’ll be able to save by not having to pay for content anymore. Since November, all people can talk about is ChatGPT.

Let me be clear – ChatGPT is far more advanced than any other AI that’s come out, at least publicly. In fact, it can create content that’s better than some of the drivel I’ve seen on law firm websites. But I don’t think it’s a legal marketing killer, and I think law firms and legal marketing agencies need to do their research before declaring victory over human writers.

What is ChatGPT?

If you’ve been anywhere on social media recently, you’ve seen people raving (or ranting) about ChatGPT.

But what the hell is it?

ChatGPT was created by OpenAI, which is a research lab focused on advancing artificial intelligence technologies. The organization was founded in 2015 by various individuals, including Elon Musk. However, Musk resigned from the board of OpenAI in 2018.

ChatGPT was released in beta version to the public on November 30, 2022, and amassed more than a million users less than a week after its launch. ChatGPT uses a large artificial intelligence model created by OpenAI, called GPT-3.5 language technology. This system has been trained by using a massive amount of text data from various sources.

ChatGPT is revolutionary, but we're not sure it can handle good legal content writing. — You need to understand ChatGPT and how it affects your field.

The current way to use ChatGPT is sort of like a chatbot, where a user will input a question or prompt into a search bar and watch as ChatGPT responds with what it believes to be the appropriate information for the prompt or question. Perhaps the best part of ChatGPT is that you can get it to respond in pretty much any form you want. You can have it craft a five-paragraph essay, or you can command it to give the answer or response as a poem.

Want to dig further? Tell ChatGPT to craft a response to a question or prompt in iambic pentameter or in the speaking style of William Shatner. It can do it.

I asked it to write me a love story between Luke Skywalker and Yoda. It did it, and it convinced me that was the true story behind the whole saga.

This AI system responds really well to the prompts imputed. You can get very specific and creative. I do strongly suggest you go try it out. It’s honestly great for entertainment. You’ll also see the potential for this tech to disrupt everything.

Responses to ChatGPT

To say the response to ChatGPT has been resounding and immediate is an understatement. Educators have proclaimed that the essay is dead because there will be no way to know what’s student-written and what’s generated by ChatGPT. Teachers say there is no way they’ll be able to assign take-home tests.

Some have questioned whether ChatGPT will make lawyers obsolete, as it may be able to create arguments and draft legal documents. Imagine a courtroom where all you do is wait for AI to tell you the outcome of the case because it’s already read every possible law and court case.

The Washington Post has said that Google (and other search engines) face a major threat because of ChatGPT. The argument is that ChatGPT could spell disaster for Google by providing better answers to the queries that we typically ask Google.

Google crawls and indexes billions of web pages. It then ranks this content in order of the most relevant answers (most of the time). When you perform a search, you get a list of links to click through, typically beginning with ads related to your search and then moving on to the organic links related to your search. This, my friends, is where SEO wizards have made their bones.

When individuals type in a question on ChatGPT, they are presented with a single answer based on the AI search and synthesis of the information already online. The idea is that now, instead of you having to click through the most relevant links to find the information you need, ChatGPT will handle the hard part for you and give you THE answer. The definitive answer.

Of course, there have been significant discussions about what comes next for the internet. Web 3.0 is typically seen as the next phase, even though there is little consensus about what this means or what it looks like. We’ve discussed the metaverse as being the key component in a Web 3.0 world, and ChatGPT and other AI technologies could aid that shift.

How Could ChatGPT Disrupt Legal Marketing?

Legal marketing SEO agencies make a living off of helping law firms rank toward the top of search engines for specific queries. The industry, quite frankly, isn’t ready to handle a world where SEO isn’t a thing.

All I can do is approach ChatGPT from the angle of a content writer that understands and uses SEO but focuses on providing content that readers need/want to see.

What I Found When Using ChatGPT (Legal Content Writer Explorations)

I’ve been creating legal marketing content for years. I’ve written thousands of law firm practice area pages and blog posts, and I’ve supervised writers who have written tens of thousands. So, it was only natural for me to begin by prompting ChatGPT with topics that frequently crop up when crafting a page.

I asked, “What types of compensation are available for a car accident in California?” and it gave me a solid answer, one that you’d typically see on a law firm’s website.

I asked, “Is there a cap on damages available for a successful personal injury claim in Michigan?” and ChatGPT gave me a convincing answer.

I asked, “What are the most common injuries caused by a moped accident?” and the AI provided an indisputable list of injuries.

Finally, I asked, “What are the four elements of negligence for a personal injury claim?” and the AI gave me exactly what you’d expect to see on a law firm’s website.

Each one of these responses came back with data organized in a way that we would typically see on a law firm web page. There was a brief explanation, a bullet list or a number list of some sort, and often a little conclusion to wrap it up. I could certainly envision a legal content writer crafting a law firm practice area page or blog post, inputting their H2s into the ChatGPT prompt, and then copy and pasting the answer to their page.

After these basic queries, which would essentially be sections of a longer page for a law firm, I decided to get more specific with the requests. I asked ChatGPT to write a 500-word law firm practice area page targeting those who need a Chicago car accident attorney.

You know what?

The page wasn’t bad. It was surface-level, but it certainly provided enough information to maybe convince someone that they’d need an attorney if they’ve been injured in a crash.

But it was certainly not the type of page that I would create. I do see the value of using ChatGPT and other types of AI tools for coming up with ideas for a page. This is a tool, not a replacement. At least not yet.

Blue Seven Content founder Allen Watson discusses ChatGPT with Conrad Saam and John Reed.

The Issues With ChatGPT for Legal Content Writing

Just because I said the responses given by ChatGPT were convincing and organized does not mean that they were without issues. In fact, everything that I put into the prompt would never pass muster at Blue Seven Content, and it certainly wouldn’t fly on a law firm’s website.

Plagiarism is a problem

The most glaring issue that cropped up was plagiarism. This is the biggest sin when it comes to writing website content, no matter the industry. If a law firm content writer plagiarizes content from either themselves or from other sources, this is going to hurt the web page. Google’s algorithms know how to spot copied content, and they can penalize a page or even an entire website for it.

The prompt on car accident compensation in California came back as 33% plagiarized.
The query about moped injuries came back as 23% plagiarized.
My question about the four elements of negligence came back 19% plagiarized.
A prompt asking how burn injuries are classified was returned as 17% plagiarized.

Not once did I ask it a “typical” legal question and get a response that was less than 15% plagiarized. This challenge is not insurmountable if you have the ability to detect plagiarism and have a competent editor (even then, all you’re doing is wordplay without originality). Right now, ChatGPT is not capable of original thought. It has to provide answers using information already available.

Also, remember that 500-word practice area page I told ChatGPT to write? Well, it came back 34% plagiarized. Sources it drew from ranged from other law firm websites to the Daily Mail. If you’re a veteran legal content writer, you already know to avoid citing competitive law firms and sources that lack credibility.

Jan 2023 Update – I wanted to know how ChatGPT has evolved, if at all, since it’s release. I asked it to craft a law firm page for fairly simple prompts. I received answers that were less than 10% plagiarized and was fairly impressed. However, I then asked the AI to write a page that required a slightly more technical response, but still fairly basic for a law firm website. There was more than 20% plagiarism.

Bottom line so far – ChatGPT simply cannot help but provide plagiarized answers for anything more than a VERY basic prompt.

Incorrect information

Incorrect information is the last thing a law firm needs on its website. One of the biggest problems with ChatGPT is the lack of sourcing, and the fact that you have to 100% know the material in order to detect incorrect responses.

I asked ChatGPT, “Is there a cap on damages available for a successful personal injury claim in Michigan?”

If you know anything about these caps, then you know they typically apply to non-economic damages for medical malpractice claims, which is the case in Michigan. However, ChatGPT responded that there was a cap for ALL non-economic damages in Michigan.

ChatGPT presents incorrect information as if it’s fact and in a pretty convincing way. With this tech, you can’t see that there may be other answers the same way you can when you perform a Google search. Nor does it provide room for nuance of the law or the geographic area of the law you are searching.

The AI tech behind ChatGPT isn’t at a level where it can detect incorrect information, or at least where it can analyze and synthesize information correctly. Somewhere, the AI read that Michigan had a non-economic damage cap, and it had no clue that the information was incorrect. We can look directly at a tweet from Sam Altman, CEO of OpenAI:

ChatGPT is incredibly limited, but good enough at some things to create a misleading impression of greatness.

it's a mistake to be relying on it for anything important right now. it’s a preview of progress; we have lots of work to do on robustness and truthfulness.
— Sam Altman (@sama) December 11, 2022

I asked ChatGPT, “What are the exceptions to California’s medical malpractice statute of limitations?” The response I got was lacking in substance.

The AI response failed to properly explain the exception for minors who sustain injuries due to a medical error. It didn’t highlight that there is a difference depending on the age of the minor when the injury occurred. ChatGPT failed to mention the exceptions to California’s medical malpractice statute of limitations for foreign objects left behind in a person’s body after a procedure.

These are just a few of the mistakes I found during a cursory review. I can only imagine the issues that would arise for slightly more complex queries.

It cannot can cite sources

I initially thought ChatGPT wasn’t able to cite sources, but it can. When you write your prompt, you can tell the AI to use and cite reputable sources and it will do so. However, I caution anyone doing this, because we don’t currently know how ChatGPT decides what is “reputable.” Conrad Saam, my friend and president of Mockingbird Marketing, has said that the program has given him Wikipedia as a “reputable” source. While Wikipedia is generally accurate, there’s a snowball’s chance in hell I’ll be citing it on a law firm practice area page, FAQ page, or blog post.

We also don’t want to pull information from John Doe’s hobby blog. Don’t get me wrong, we’ll use those sources as a starting point, but we have to verify the information and cite using trusted sources.

I’m still of the opinion that, no matter what citations ChatGPT provides, there needs to be a human fact-checker. This is particularly true for those of us who write content that demands a certain degree of accuracy. This, in my opinion, would lead to the most time-consuming part of preparing a page for publishing. If you are going to cite data or statistics, then you need to be able to source the information through a hyperlink on the web page. Anyone relying on ChatGPT to craft legal content will have to have an editor go back and (1) go to the source provided by the AI (2) verify the information, and (3) hyperlink the external sources into the content.

All of this is beginning to sound like work writers already do when they create a new law firm website page from scratch, and it’s likely to take nearly as long. If not longer. Content writers often loathe having to go in and adjust or correct other people’s work. It’s typically easier to simply make a new page.

Very surface-level content

The information returned through ChatGPT is fairly surface level, at least for the purposes of law firm website content. Even if we can get passed the plagiarism issue with good editing, the pages ChatGPT provides are equivalent to what I’d expect from someone who has never written this type of content before. It’s fluffy and lacks nuanced research.

No current information to pull from

Right now, ChatGPT relies on information only up to a certain point in 2021. The AI does not use current data or any real-time information. This will be a problem if you want to use current data and statistics or any new laws on your law firm’s website. Additionally, if you need to craft a blog post about current changes or updates to your particular field of law, ChatGPT will have no way to do this.

Ramping up ChatGPT and other artificial intelligence programs to allow for real-time updates will be a massive undertaking. This requires enormous computing power, something that will take some time to build.

I recently read “The Metaverse: And How It Will Revolutionize Everything” by Matthew Ball, and one possible solution to this problem could be on our tables and in our pockets – our devices. Almost everyone has a computing device (or four or five of them), and the reality is that they remain dormant much of the time.

If a larger system had the ability to tap into these devices for their computing power, this could allow for the systems needed to control a real-time AI program (as well as potentially power a metaverse immersive environment). It’s essentially crowd-sourcing computer power.

This comes with a whole slew of privacy and legal questions that many of us are certainly not ready to think about, which highlights some of the issues that AI developers will have to overcome.

Where does new information come from if everyone stops posting new content?

Maybe this is just my limitations on what I am able to understand about ChatGPT’s capabilities and AI in general, but if this type of technology is used to create new content, where will the AI be able to draw from and learn from in the future?

I envision a future where, if this type of artificial intelligence becomes common, we see AI copying other AI responses. Somewhere, AI systems need to intake new information from human sources in order to stay relevant.

Possible legal or legislative issues

There will inevitably be legal issues that arise. The courts and lawmakers will step in to address these issues, but that could take a while. For example, will anyone face liability if ChatGPT or another AI gives incorrect information that then causes harm to others? Imagine a WebMD controlled by AI. Will people listen to the advice given by the AI, or will they find a way to verify what they’ve been told?

What if it’s determined that anything written with AI must be labeled as being “machine-generated,” much like the requirement on most platforms that certain posts have to be labeled as ads? Will your legal clients trust you if they see your website is created by AI?

None of the ChatGPT legal marketing issues are insurmountable

ChatGPT is currently in beta form, and we’re all the test subjects. The more prompts we put into the system, the more it will learn. Developers will continue to tweak the code to determine what works best, and the AI will learn as it goes.

The system will get better at understanding why incorrect information is, in fact, incorrect. It will learn that it needs to take existing information and craft it in a way that doesn’t plagiarize others. Coders can help the AI recognize what an authoritative source looks like, and they can show it how to use anchor text to hyperlink. Hell, the AI can probably teach itself how to do that.

Using AI for content writing - embrace the change, but be wary of the outcomes. — Will AI be a tool to use when crafting legal content, or is this going take over?

Microsoft and Google – The Battle Brewing

Microsoft recently announced they were investing $10 billion into OpenAI, and there is strong speculation they’ll integrate ChatGPT into their Office tools. This is the third, but largest, round of investment the tech giant has made into the AI company. Microsoft has clearly seen the value of artificial intelligence, and they’re always working to reinvent the company and stay ahead of the curve.

As of February 2023, it seems that Microsoft is beginning to use ChatGPT through their search engine Bing and browser Edge. This is still in limited testing, but it seems that users will be able to conduct a search but that half of the results page will incorporate the chatbot. This could be a huge push for the search engine that’s so long been eating Google’s dust for breakfast in the search world. It could be a paradigm shift for the world of search.

Google is nervous. Google called in the big dogs, founders Larry Page and Sergey Brin, to help guide them through this credible threat to the company’s main source of revenue (search engine results and ads). Unfortunately for Google, their first foray into the competition with Bard AI was a flop. The search engine giant’s demo of the AI and their search engine resulted in an inaccurate response, and this response led to Google losing more than $100 billion in valuation in one day.

Until we see how the battles between Google, Microsoft, and other major companies end, we’ll have to keep adjusting strategies. As a legal content writer or SEO company for legal marketing, this is something you’ll need to keep an eye on over the next few months and into 2024.

Legal marketing companies and law firms may actually need to start focusing on Bing much more than they’ve done in the past. Let’s be honest – Google has driven SEO over the last two decades. That supremacy is threatened right now.

Embrace Technological Advances Instead of Dismissing Them

It may seem like I’m against AI. I’m not. In fact, I want to embrace it. ChatGPT and legal marketing aren’t avoidable.

There’s never been a time when rejecting new technologies has worked out for anyone in the long run. Horse and carriage operators vehemently hated the concept of a motorized vehicle, and many people doubted whether cars would actually become mainstream. For years, people doubted that computers could ever revolutionize the way individuals went about their daily lives. Even the benefits of the internet weren’t fully understood for quite a while. In fact, many scoffed at the idea of online shopping and “social media.”

Here we are, looking at what could represent another major shift in the way we approach “knowledge.” We have a choice – both as a society and as individuals. We can reject the technology and deny its ability to shape our lives, or we can embrace this type of AI and figure out how to make it work best for us.

No matter what choice we make, the end result will be the same. There is no putting a genie back in the box. ChatGPT is already far more advanced than any other type of AI chat we’ve seen, and it’s still in a rudimentary form. For those of us in the legal marketing sphere, the idea of ChatGPT can be terrifying if we don’t understand what it means for us.

Maybe ChatGPT or another AI program will eventually address the shortcomings I mentioned above. Why would any legal marketer want to be behind on the trend because they wanted to “protect” their industry? Protectionism only delays the inevitable.

We don’t need protection from tech – we need to work with it. We have to embrace the ~~possibility~~ inevitability of change. We can use this to be better.

December 4, 2022January 2, 2023 Blue Seven Content Uncategorized

Bad Law Firm Website Content – Have You Read Your Website Lately?

Bad law firm website content is a disease for your website. If you’re not reading the content on your website regularly, then you might be surprised by what others are finding there.

As legal content writers, we take pride in our craft. We know attorneys and law firms count on our creative ability to present legal information that is well-written and appeals to potential clients. Before publishing, our content goes through several edits because we want to make sure it fits well with the culture and practice of each client.

But some content creation sources are not such conscious editors and it results in the publication of some really bad legal content.

We don’t mean bad because of legal inaccuracies – although it can happen. We mean bad, as in, the words being strung together literally do not make sense. We mean content so bad that law firms may well be sending business away as people attempt to make sense of what they are reading.

How We Know the Content is Bad

We read it. We read a lot of it.

Before we write content, we research every topic. Our inquiries often retrieve articles from law firm websites. Naturally, we appreciate well-written material. Conversely, we are not very impressed with nonsensical, keyword-stuffed content that sounds like it’s coming from a robot.

Legal content that leaves potential clients scratching their heads is not doing the job it needs to do and may actually be discrediting an otherwise very capable law practice.

Just How Bad is Bad?

Well, bad is pretty bad. Lawyers want people to trust them with their lives and livelihoods. Competence is a big deal. First impressions are important. Poorly written content is one way to distinguish a law firm from its competitors – and not in a good way.

The following are actual samples of published content from law firm websites.

From the website of a South Carolina personal injury attorney:

“The classification of wrongful death cases as personal injury lawsuits means that wrongful death cases must have died by the personal injury statute of limitations.”

From the website of a Georgia personal injury attorney:

“During brake testing or mostly known as brake checking, you slam on your brakes sharply while driving along with another vehicle so that the unsuspecting car will slam on their brakes as well or swerve out of the way so that you will not cause an accident.”

From the website of a Montana criminal defense attorney:

“Criminal defense lawyer additionally offers personal sort of assistance by giving the respondent to realise the potential results and by assisting the litigant to manage the fears and frustration that might be coming forth because of being faced with the criminal justice framework.”

That’s some pretty bad content.

We assume most law firms have professional standards higher than the content on their websites may lead people to believe. People are looking for lawyers because they have problems they cannot solve on their own. They need to feel comfortable with the professionals they are entrusting with their lives. Clear explanations are what they are looking for.

Confused penguin is confused by your bad law firm website content.

How do People Pick an Attorney or Law Firm?

Prospective clients are often visiting a law firm’s website to further investigate a recommended attorney. There is no one-size-fits-all when it comes to clients selecting the right attorney or law firm to work with. However, studies that have been done on the subject all suggest a general two-step process involving some combination of the following:

Asking trusted advisors, family, or friends for referrals and recommendations
Using online information to compare and contrast the suggested options

Content matters. Great content might not win a law firm every potential client, but it keeps them in the fight. Comparatively bad content makes it easy to eliminate at least one option among so many offering similar services.

The Pressure on Law Firms to Consistently Post Content

By now, most law firms understand the importance of having their content rank high in search results. And they know it requires doing what will achieve and maintain the highest rankings. Consistently posting informative, timely, fresh content is a must to persuade Google that a law firm is the best answer to a search query.

So, where does all the content come from? Content creation is going to cost a law firm money whether the content is created in-house or outsourced to a content creation agency. And while it may seem like an expense to those who have to write the checks, paying for well-written and edited content is really more like an investment in the future of the law firm.

Good content does not depreciate after it is posted. It can actually appreciate in ranking value over time as it is read, shared, and linked to. When Google detects positive connections to the content, it becomes more trusted and will rank higher as an authoritative source.

Why AI is Not the Easy Solution to Your Legal Content Writing Needs

In the digital advertising age, it’s all about the content. What wins is great content and lots of it. Writing great content can take time. And extra time is something many lawyers never seem to have enough of. One proffered time and money-saving solution for creating legal content is an artificial intelligence (AI) content creation tool.

AI content creation tools are typically subscription services. The programs need human input and then are able to create articles of a specified length on specific topics. Many offer templates to help create certain types of content. Some even allow a user to select the tone for the communication.

But AI content creation has some limitations making it better suited to assist human content creation rather than replace it. AI makes bad law firm website content – humans make readable content that you need.

Artificial intelligence is only a tool to be used by a HUMAN when crafting the best legal content.

The Pros and Cons of Using AI to Create Legal Content

For persons who need to write content and are lacking inspiration, AI can be very helpful because it can access all available information about a topic. However, AI cannot generate new ideas. AI cannot give opinions. AI cannot add anything original to content. For these reasons, Google considers AI-generated content to be spam.

AI content creation works best on established subjects that are not controversial and not very likely to change. The less well-established the data is on a particular topic, the more likely AI will generate inconsistencies and inaccuracies. It also cannot distinguish the appropriateness of a particular term within the context of how it’s being used, which may convey a different meaning than intended.

An overuse of AI-generated content also detracts from user experience by serving up generic data that does not satisfy a novel search query. There is no value added and no information gained by selecting one piece of content over another. ‘Information gain’ is a measure of the difference in quality between the information provided by two pieces of similar content.

What does Google think about information gain? Recently, Google was given the okay to use information gain as a ranking factor. Google wants to be able to distinguish content on the basis of the value of the information presented. A higher information gain score will go to content that has unique information about a subject because it will be deemed more valuable to the user.

So while AI may provide assistance to get content creation started, it cannot generate the kind of information gain that will make the content uniquely valuable in search results and may even violate Google Search Essentials spam policy by being ‘spammy automatically-generated content.’

Freelance Content Writers and Bad Content

Freelance platforms can be a place where law firms turn to find legal content writers. But it can take a lot of sifting and sorting to find a competent, reliable freelance writer who can produce quality content in publish-ready condition.

The claimed skills and experience of freelance writers are not verified by the platforms, and reviews can be misleading. Legal content that needs heavy editing or may not even be used as written can require a renewed search for a qualified writer – costing a law firm more time and probably more money for uncertain results. If you don’t want bad law firm website content, you need to seek out writers who have years of experience producing legal content that converts readers into clients.

How to Make Sure Legal Content is Good

Hire a reputable legal content writing agency you can rely on to produce timely, accurate, unique content that is well-edited and publish-ready.

Or if you choose to have content produced some other way, be sure to review it or have somebody review it before it gets published. It’s best if the person reviewing the content understands SEO, the legal concepts being discussed, and how to write for the potential clients a law firm wants to attract.

Even if a law firm is paying someone to edit its content, it is still a good idea for a firm principal to periodically read some of the firm’s content to make sure it is representative of the image the firm wants to convey.

How do You go From Bad Law Firm Website Content to Good?

Our motives are mostly pure. We write legal content. We think it should be good. We think law firms should want their content to be good too. We’re here to help law firms get more clients, which means getting rid of your bad law firm website content.

Content is a big part of law firm marketing. Your content may be the first introduction someone has to your law firm. You want that introduction to let the reader know you understand their problem and can provide the solution they need. You want them to feel comfort in knowing they can trust you to help them resolve their situation.

At Blue Seven Content, we know bad content on law firm websites can mean the loss of potential clients. Our content is written to give attorneys and law firms the best chances of attracting the clients that need their services. Want good content? Call Blue 7.

Written by Mari Gaines – Legal Content Writer

September 21, 2022February 4, 2025 Blue Seven Content Uncategorized

Law Firm SEO: Legal Copywriter’s Guide

UPDATED February 2025

Law firm SEO is highly competitive, and reaching your target audience organically may not be enough. Writing the best law firm content will improve the quality of your website and help you obtain higher rankings on search engines.

Luckily, when you need the best legal copywriters for attorney search engine optimization (SEO), Blue Seven Content can offer considerable insight.

Why is SEO Important for Law Firms?

Having the best legal copywriting means nothing if your target audience never sees it. A recent study analyzed billions of search results on Google and found that:

Nearly 70% of users click one of the first five rankings
The 10th position on Google only gets a 2.4% click-through rate

Users rarely proceed to the second page of a search engine. If your website is stranded in Google’s “no man’s land,” it’s time to step up your SEO.

The SEO game changes all the time, but the principles remain the same. Legal copywriters should focus on EAT (EEAT) and YMYL for lawyers and their practice.

You Need Fresh, Well-Researched Content for SEO

Google’s search criteria change constantly. In recent years, the focus of SEO has shifted to fresh, quality content. According to Google Search Central, the search engine defines quality content based on three factors known as E-A-T:

Expertise
Authoritativeness
Trustworthiness

However, what you previously knew as E-A-T has now transformed into EEAT in search and SEO.

What is (E)EAT?

Under their Quality Rater Guidelines, Google describes E-A-T and how the search engine focuses on the human experience rather than on search engine rankings. E-A-T was later updated to EEAT at the end of 2022 in response to the release of ChatGPT from OpenAI. The guidelines emphasize the following:

Experience. Does the content on your website convey that you have some degree of experience related to the topic at hand? That’s what this new “E” is all about. Artificial intelligence programs like ChatGPT don’t have their own experiences – they take information from others and create a conglomeration of, sometimes incorrect, responses. This “experience” factor works to build on the other three parts of E-A-T by establishing the author as someone who has “walked the walk.” Google is looking mainly for first-hand life experience.

Expertise: Expertise is difficult to attain in the legal field. New practices may need to publish a substantial amount of content over time to be considered an expert by Google’s standards. Keep in mind that SEO expertise is very different from claiming legal expertise, which can put a law firm on ethically shaky ground. The idea is to have enough well-researched content on your site to position yourself as highly knowledgeable on the subject.
Authority: Authority represents the evidence of your expertise online. How many other sites link back to yours? Do visitors to your social media sites find their way to a blog or news article you have published on your site? The more recognition your legal pages receive, the stronger “authority” you’ll have in your niche.
Trustworthy: Making your law firm website trustworthy in the eyes of SEO involves proving your site as a quality source of information. Using external links to government sites and unbiased studies are great sources of data. To avoid hurting your SEO standing, it is important to know how to identify reliable sources and how to stay away from sources that can be altered by anyone.

While content is not necessarily ranked according to these factors, pages written with EEAT in mind are viewed more favorably. It also goes a long way toward building your credibility and relationships with prospective clients who discover your content through search results.

Reader-Friendly

Reader-friendliness is crucial to any site. A lack of readability can increase your bounce rate, impeding your website’s ability to convert visitors to clients. Bounce rate is the percentage of visitors who leave your legal website after viewing only one page.

According to research:

The average bounce rate is 26-55%
A high bounce rate is considered 70% or more
A bounce rate of 26-40% is excellent
Bounce rates vary by device, with mobile being the highest at 51%

A good bounce rate tends to vary by type of business. For your law firm website, aim for a bounce rate of 50% or less.

To reduce your bounce rate, consider the following best practices for reader-friendly content:

Avoid long, wordy blocks of text
Strike a balance with the number of images you use
Provide a user-friendly website design and navigational experience
Minimize clutter (e.g., pop-ups, banners, pages without headers)
Opt for an 8th-grade reading level
Ensure titles and content accurately reflect each other
Use a strong hierarchy for your content

As a lawyer, you have years of education and experience to offer prospective clients. Ensure your content is accessible and readable to all visitors so they stay on your site as long as possible. Even better if they follow through on your call to action.

Keep Content Fresh

Google loves fresh content for several reasons. Fresh, recently updated content tends to be more accurate and adds to the expertise and trustworthiness of your site. In addition, fresh content gets indexed more frequently, usually resulting in higher search engine rankings.

To keep your website fresh, consider creating a schedule to add new content regularly. Your law firm website could benefit from adding:

Practice area pages
Sub-practice area pages to focus your service areas
A weekly or bi-weekly blog
Firm news and community

Also, make sure to update old content. Refresh the statistics on your law firm practice area pages each year. Update older law firm blogs with recent news stories. Check external links and update the source information. If you have similar blogs, think about combining them into a new one.

EEAT works with YMYL for lawyers and law firms, so what is YMYL?

YMYL and Law Firms – What You Need to Know

“Your Money or Your Life.”

EAT and YMYL for lawyers (previously EAT) matters for you and your firm.

This term refers to how Google classifies certain content that could impact “a person’s future happiness, health, financial stability, or safety.” In other words, the stakes are often high for this type of content, and accuracy is essential.

There is no hard and fast rule about what is for sure considered YMYL, but some topics are clearer than others. For example, pages related to medical advice, hurricane evacuation routes, local disasters, filling out tax forms, and more all fall under YMYL. There are also topics that could be YMYL, like weather reports, directions for using or replacing certain products, and repair advice.

There are many other YMYL topics, but Google clearly states that YMYL topics should demonstrate the highest EEAT levels of any content on the web.

Law firm content/legal queries should be YMYL, but that’s not a guarantee. Google has not said that law firm content is for sure YMYL, but a few things are true – law firms and attorneys certainly help people in ways that affect their happiness, health, financial stability, and even safety. EEAT and YMYL for lawyers matter, and they should work together in tandem.

As an industry, we NEED law firm website content to be considered YMYL because that’s the only way SEO and SERPs matter. As Google continues to use Gemini, AI Overviews, and other tools, AI responses are increasingly becoming the norm at the top of search results.

Two super heroes battle. One is EAT (EEAT) and the other YMYL for lawyers. — EAT (EEAT) and YMYL are your tickets to understanding what types of content your law firm should focus on and how it should do it.

How Does EEAT affect YMYL content?

EEAT are factors a search engine uses to evaluate YMYL content to determine its quality. Prior to the most recent update, EAT (expertise, authoritativeness, trustworthiness) were the key indicators of page credibility according to Google’s page rating guidelines. Google added the second E for experience, deciding actual experience with the topic subject matter was relevant to the quality of the content.

EEAT are not ranking factors, but rather they help Google determine the reliability of the content. Reliability improves content quality, and quality is a significant ranking factor.

Why YMYL and EEAT are Important Considerations When Creating Law Firm Content

Optimizing YMYL Law Firm Content for EEAT

The following content creation tips will support EEAT optimization and better search engine rank results:

Create content that is original, helpful, people-first, accurate, and unique.
Establish topical authority with in-depth content addressing all keyword variations.
Boost the experience factor with user-generated content such as testimonials and reviews.
Build strong internal links between pages to ensure your website is well-organized and easy for search engines to navigate.
Update and add new content regularly to demonstrate expertise and build authority.

People-First, Not Search Engine-First

Google Search and AI-Generated Responses

As ChatGPT made its way onto the scene, Google had to quickly respond to the rapid changes in internet user behavior spurred on by the new platform. Millions of people were using OpenAI’s program within a week of its release, and it swiftly transformed many industries, including content writing, academia, medicine, coding, and others.

To avoid falling behind, Google followed suit by developing and fine-tuning its own AI platform, Gemini. In December of 2024, they released Gemini 2.0 to increase AI capabilities across multiple products. While the newest model is intended to be more accurate than its predecessor, this iteration is still experimental.

Google has also incorporated AI capabilities into its browser with a feature known as AI Overviews (AIO). AIO attempts to answer user queries by providing a broadly summarized answer along with a number of linked sources. These overviews are the first to appear on the page before the rest of Google’s search results. They are highly visible and may distract users from scrolling too far down the page.

AI Overviews may impact YMYL categories as well. Out of the thousands of keywords Google scans within these categories, roughly half of them create an AIO. Legal topics result in the most AI Overviews and makeup almost 78% of this type of search response.

Legal AIOs may not always be correct or take into account the nuances of a topic, though, so it is more important than ever to create accurate and optimized legal content. Regardless of whether or not law firms get sucked into the AI responses for Google (we think organic and paid search will still matter for law firms), the content produced and put onto your web pages MATTERS.

Law firms should put out quality content that the reader can use and trust. They should do this for their potential clients and for their website’s trustworthiness factor, but they should also do this to remain prepared in the midst of a constantly changing AI landscape. As ChatGPT and other AI platforms connect to the internet, the game continues to change.

But law firm websites won’t be replaced. Other YMYL websites will still matter. However, these websites will continue to be incorporated into AI features more and more. We’re still figuring this new tech out. What most people think new tech will do for the world isn’t what actually happens. AI platforms like ChatGPT and Gemini will take on a life of their own and, as with other tech in the past, carve out their own future while we play catch up.

What You Should Know About Keywords and Keyword Phrases

SEO basics center around the common keywords people use when they search for a given topic. For example, if your law firm offers personal injury services in New York, some common keywords may be:

Car accident attorneys in New York
New York medical malpractice lawyers
New York slip and fall injuries attorney

Keywords and keyword phrases help Google better categorize your page. A skilled team with experience handling content for law firm websites can help incorporate these keywords seamlessly so your content feels natural to readers.

Keywords for Law Firm SEO

Think about your legal practice, what services you offer, and what keywords or phrases seem to fit your firm best. Do some practice searches in your area or use a keyword tool. A few companies, including Google, offer a keyword planner to get the best phrases for your SEO goals.

Consider the following when doing your keyword research:

What is the user’s intent? User intent, i.e., query intent, is what the user wants to find when doing a search. Does the user want information about a subject, or are they looking to hire an attorney? Keywords are phrased to capture the motivation of the user.
How competitive is the keyword phrase? Finding a set of keywords that are too competitive may leave your site stuck on page 2 or 3 of a Google search. Ideally, your keywords should be unique enough to offer low competition. Longtail keywords may be a great solution to lowering your SEO competition.
Should you use long keyword phrases, short ones, or both? An example of a longtail keyword phrase could be, “best legal content writers in Chicago.” A short keyword phrase may be “legal content.” The latter offers a much more generalized term, making SEO more challenging. Long keyword phrases provide focused results to drive prospects to your site.

Don’t Forget to Include LSI Keywords

Latent Semantic Indexing (LSI) keywords relate to the meaning of your overall content. Mixing short and longtail keywords is important, especially for headers. However, LSI keywords help Google recognize that your entire page relates to the topic.

For instance, suppose you are a criminal defense law firm in New Orleans and would like to focus on DUI defense. Your short keywords may be “DUI defense,” and your longtail keywords may be “best DUI defense in New Orleans.” An example of some LSI keywords may include “defense for driving under the influence in Louisiana” and “New Orleans defense attorneys for a DUI arrest.”

Spend time researching and learning how your clients (or prospective clients) are searching for your service. Google wants quality over quantity now, and anticipating what your clients’ needs are before they need them will give you a significant advantage over your competition and help you bring in new clients.

Why Style Is Important When Writing the Best Law Firm Content

Writing style builds your online brand. For legal sites, choosing between words like “victim” or “survivor” can make a deep impact on the tone of your page and how it’s received. Consider the impression you want to leave when users are reading your blog or practice area page. Which stylistic terms below suit your target audience best?

Crash/Accident
Plaintiff/Defendant
Claimant/Liable party
Victim/Survivor
Header capitalization and punctuation
Descriptive bullet lists/H3 (heading size 3)

Whatever your choice, remember to stay consistent. Style fosters your developing voice and brand. Inconsistent styling can make your legal site seem poorly managed.

How Important is a Blog to Your Law Firm SEO?

A blog is an excellent way to continuously add fresh, quality content to your law firm website and establish credibility in your niche. It’s also a great tactic to build trust with your prospective clients.

Unfortunately, the legal profession has created some unfair stereotypes. Users looking to hire an attorney may feel put off by in-your-face advertising, especially if their legal issues are of a sensitive nature.

According to a consumer research study, 82% of prospects feel more positive about a company after reading the company’s blog, and 78% of them feel that they have a relationship with the company as a result. Having a blog that helps the average user answer some simple legal questions or highlights a local matter can help bridge the gap.

What Are Some SEO Do’s and Don’ts for Law Firm Websites?

SEO is complicated, especially for those just getting started. For law firms, there are a few do’s and don’ts for the best legal content.

Legal SEO Do’s

Break up text blocks with bullet lists and headers (H2’s and H3’s)
Keep your sentences and information short and simple for the average reader
Get to the point and avoid lots of unnecessary fluff – the nuts and bolts of law firm writing matter
Use the FAQ format for your headings to improve your organic searches and the possibility of a Google Snippet feature
Consider amping up your use of law firm FAQ pages
Remember to include a call to action (CTA) on every page
Make sure you include relevant internal links and well-researched external links
Pay attention to your keywords and phrases
Remember your location matters in your keyword longtail phrases

Legal SEO Don’ts

Use too much CTA. A sentence at the beginning and end is sufficient
Use legal jargon
Offer guarantees or absolutes
Write strictly for SEO

Remember, your audience is human. While much of SEO involves keyword phrases and other taglines, your content should appeal to humans. Don’t write for a Google bot. Write for your prospective clients and focus on what they need.

Law Firm SEO Considerations for State Bar Ethics and American Bar Association (ABA)

After years of schooling and experience in the field, you’re likely familiar with all the ethical considerations for your practice. However, writing ethically for a website practice page may prove challenging.

Specialization or Expertise

After years in a particular field of law, you may feel like a true expert. Unfortunately, stating that you are an expert or specialist in a field can violate state and ABA ethics codes.

The American Bar Association does offer its own board certification and specialization programs, though. Some examples of board certifications include:

Board Certification in Family Law Trial Law
Board Certification in Criminal Trial Law
Board Certification – Consumer Bankruptcy Law

State bars also have their own certifications and specialty programs. Unless you are certified through the ABA or state board, refrain from using the terms expert or specialist.

Keep Legal Information General

While you have the experience and education to accurately answer legal questions for your clients, remember to avoid giving legal advice. Instead, keep your explanations of the law general. For complicated topics, a hypothetical example can help sidestep giving direct legal advice while keeping things simple for the reader.

Avoid Absolutes

As a rule of thumb, it is best to avoid words and phrases that are definitive or absolute. For example, replace always with can be or may be.

Instead of “Criminal trials are always a lengthy process,” try “Criminal trials can be a lengthy process.”

Speaking in generalities is a great way to stay compliant with the ABA and the State Bar Ethics Advisory.

Careful with Results

Many law firms like to put verdicts and settlements on their webpage. Showcasing your past successes can add credibility to your practice and value to your services. However, state ethics boards may regulate how verdicts and settlements are presented. For instance, South Carolina requires all favorable verdicts and settlements to be displayed with a clear disclaimer. Be sure to check your state’s guidelines before sharing your firm’s results on your website.

Contingency Fees

Contingency fee structures can be a touchy subject online. While offering contingency fees can help drive prospective clients to schedule a consultation, the wording can be tricky. To avoid any issues with the bar requirements, use general terminology when describing your fee structure.

Advertising vs. Blogs

Advertising is another tricky area in the ethics department. The ABA regulates how attorneys can advertise for their services. In addition, many state bars have created advertising rules and regulations.

Blogs, however, may not fall under the same strict code of ethics. Check with your state bar to see if blogs are free from ethical review.

Why Lawyers May Not Be the Best Legal Content Writers

Writing the best legal content requires continuous upkeep. You must conduct in-depth research, familiarize yourself with SEO best practices, and understand how to use content style guides. You must also create content consistently to help maintain your rankings.

Writing copy tailored for SEO takes knowledge and work. Every hour you spend writing a practice page, a blog, or updating old pages is time spent away from your clients. Every twenty minutes you spend here and there researching how to improve your website’s rankings on a search engine is another billable minute you lose.

While you know the law the best, professional legal content writers know your target audience’s online behavior and how to drive them to your site. Outsourcing your legal copywriting allows you to stay focused on helping clients and doing what you do best.

Regardless of how many years your firm has been in business, it is most likely safe to say that you would prefer to spend your time lawyering. So do what you love. Leave the rest to a legal SEO copywriter.

Your clients need you and the knowledge you have. Reduce the constraints on your day and recover your time by letting someone else focus on your law firm SEO content.

Why You Need a Law Firm SEO Copywriter

You are a knowledgeable and experienced professional, and your law firm’s website should reinforce that. Your legal content is an extension of the hard work and dedication you’ve given your field.

Just as clients come for your experience and skill, every attorney deserves to have their content handled professionally. Contact the Blue Seven Content Founders Allen Watson and Victoria Lozano today by phone or email to learn more about our tailor-made legal content pages. We’ll get your pages done right, focusing on EAT and YMYL for lawyers and your practice. You can reach us at (843) 580-3158. Our legal writing team is here for you.

Written by Morgan Sprinkle – Legal Content Writer (2022)

Updated by Allen Watson (2024) & Rachel Vachon (2025)

August 15, 2022March 16, 2024 Blue Seven Content Uncategorized

How Law Firms Can Dominate For Local SEO

Law firms need local SEO. When a search engine like Google receives a search query, it uses various indicators to determine the results that are most compatible with the search terms. Those indicators will influence how a search engine ranks and presents its search results.

Ranking in search engine results is extremely competitive. Focusing on local SEO gives Google the information it can use to identify a particular law firm as a high-ranking search result in response to a localized search query.

Why Law Firms Need to Optimize for Local SEO

Law firms that optimize for local SEO will greatly improve their chances of being found by persons looking for an attorney within a particular city or geographic area. Consider the following statistics compiled by HubSpot about searches for local information.

97% of people learn more about a local business online than from any other source
92% of people searching for local information will pick a business from page one of the search results
88% of people who search for a local business on a mobile device call or visit the business within 24 hours
72% of consumers who do a local search visit a business within 5 miles
46% of all Google searches are looking for local information

Organic (Local SEO) Search Results are More Credible

When someone types a search query into Google, page one of the search results will feature a combination of paid advertisements and organic search results. The paid advertisements appear at the top and bottom of the page, and the unpaid search results appear in between.

Despite being positioned further down the page, more people are likely to scroll past the paid advertisements and choose to click on one of the top organic results. According to HigherVisibility:

Organic search results generate 53% of website traffic while paid advertising generates only 27% of website visits.

Why should non-paid results appeal more to searchers than paid results? First, people may feel more like services are being pushed on them with paid ads which can result in some initial distrust. Second, organic results (properly optimized) can be a more specific match to a searcher’s inquiry making an organic result the more relevant choice.

If your search console seems abysmal, it’s time for a change – perhaps a local focus?

Three Factors Most Important for Local Ranking

When determining how to rank results in response to a search for a local business, Google considers the following three factors:

Relevance – Relevance is how closely Google believes a law firm’s content matches a search query. Google determines relevancy from information in a law firm’s Google Business Profile.

Distance – Distance is how far a search result is from either the location term used in the search or from the location generating the search (if no location term is used).

Prominence – Prominence means brand authority. Google will access information about a law firm from sources all across the web to determine prominence.

Top 5 Marketing Practices for Local SEO

Attorneys and law firms can greatly improve their visibility and credibility with local audiences by taking a few basic steps to optimize local SEO.

1. Google Business Profile

When a searcher is looking for a lawyer or law firm in a specific location Google uses information from the firm’s Business Profile to determine which local results most closely match what the searcher is looking for. The Business Profile provides an opportunity to do more than just list a few facts about a business. If optimized appropriately, it serves as a strategic resource to bolster consumer confidence and boost local rankings.

Make sure your Google My Business profile is up-to-date.

Google offers some guidelines for completing a business profile that can help improve local rankings. After completing a business profile, it needs to be verified before it is authorized to be displayed in search results.

Complete all parts of the profile. Be accurate, consistent, and as specific as possible.

Under business description, use all 750 characters to provide the name of the law firm and lead attorney, the main location, primary practice areas, years of experience, and any notable peer or industry recognition.

Use as few categories as possible to describe what the core business is. For attorneys and law firms, the category will usually be law firm – though a few available categories describe particular types of attorneys. Once a category is selected, the various types of law that are practiced can be added as offered services.

Add photos to provide a look inside the firm at the attorneys both at work and in the community. People are visual and will connect more easily with appealing pictures that give them an idea of what they can expect.

Create posts to share news about the law firm and the people in it. Announce community events local people might be interested in knowing about or that the law firm is participating in.

2. Business Citations

Law firm listings on directory sites give search engines more information to learn from and can increase a law firm’s local ranking potential. BrightLocal has compiled a list of some of the top citation sites for lawyers. Many sites offer free as well as paid listing options.

The most important thing to remember with business citations is to be consistent with your NAP (name, address, and phone number) from listing to listing. Discrepancies in NAP information leave a search engine uncertain about the credibility of search results. Less certainty about a search result means lower rankings because a search engine cannot be sure the result is a good match for the search.

3. Client Reviews

Positive reviews not only help law firms earn the trust of new clients, but some of Google’s most significant local ranking factors come from customer reviews. Law firms that want to get the most local SEO mileage from client reviews should have an active strategy for soliciting and responding to reviews.

Popular platforms where law firms can collect reviews include:

Google
Yelp
Facebook
Avvo
Martindale Hubble
Findlaw
Lawyers
LegalMatch

While good reviews can be very beneficial to a law firm, negative reviews can quickly damage marketing efforts. Negative reviews should be responded to quickly and with genuine empathy for a client’s bad experience. A good response to a bad review can actually help potential clients understand more about working with a particular attorney or law firm.

4. Keywords

For content to perform well in local search results, it must be optimized with the keywords that searchers are using to find a local business. Try to incorporate geographic location information in as many forms as people generally use to refer to a particular area or region.

Make sure that all of the critical on-page SEO elements include keywords – URL, title tag, meta description, headings, and body. Using longer-tail keywords (5+ words) with more specific detail can produce more targeted results and will usually be easier to rank for.

For instance, instead of the rather generic ‘Portland personal injury attorney,’ a more targeted keyword might be to focus on a Portland suburb or nickname and a particular type of accident or injury – ‘Hillsboro car accident injury attorney’ or ‘Traumatic brain injury lawyer in Rose City.’

5. Inbound Links

Inbound links or backlinks are links to your website from another website. Having other popular and authoritative websites link to your website is a positive sign to Google, and it increases the prominence ranking factor of your content.

Investigate options for getting some easy inbound links such as professional organizations, alumni associations, and the chamber of commerce. Other options for increasing inbound links might include:

Sponsoring a local event
Donating to a local cause
Writing an article for a local or industry publication
Being a featured guest on a local podcast.

Remember, quality counts with backlinks. Try to obtain links from sources that are legitimate and relevant.

Maintaining Consistent Local SEO Rankings

A good local SEO strategy is dynamic. After the initial pieces are put in place, regular updating is necessary so accuracy and consistency are maintained. Fresh content must be added on a regular basis so that Google continues to index variations of local search terms.

At Blue Seven Content, we know it can be quite a challenge to consistently produce quality legal content that is well-optimized because it’s all we do – and we’re not trying to practice law at the same time. We write about the laws to educate. We write about local news and events to inform. We create engaging legal content helping lawyers and law firms get noticed by the clients who need their services.

To find out more about how Blue Seven Content can improve your local SEO with original, well-researched, strategically optimized content, call 843-580-3158 or visit Blue Seven Content.

Written by Mari Gaines – Legal Content Writer

July 20, 2022December 30, 2024 Blue Seven Content Uncategorized

Top 10 Pages You Need On Your Law Firm Website

UPDATED FOR 2025

The top search engine in the world is Google. For your law firm’s website to position itself as a credible source of information and authority, there are certain pages you must have. While the SEO world has changed a bit since we originally published this page, the fundamentals are still the same. Your law firm SEO content game must stay strong, and it begins with understanding what types of pages you need.

Make sure you work with a marketing or content team that understands law firms.

1. Your Homepage: The Traffic Controller of Your Website

Your homepage serves as a directory of your firm, attorneys, and services. Just as traffic controllers direct motorists through intersections, your homepage directs visitors to the information they need.

A website is designed to convert visitors into clients. The average user is not sitting at their desk dutifully researching legal help. It is far more likely they are simultaneously scrolling on their mobile phones, watching Netflix, and browsing their social media pages. Your homepage must be able to provide enough easy-to-digest information that is relevant to the user to capture their attention.

According to a recent study:

71% multitask by watching television and using social media
63% of employees use their mobile phones while working
54% of adults simultaneously watch TV and shop online

Since mobile phones became a part of every household, the adult attention span has decreased by 25%. Today, the average human has an attention span of only 8.25 seconds. To prevent visitors from jumping off your homepage, i.e., avoid a low bounce rate, it must load quickly and clearly show the information your readers need.

2. Practice Area Pages: A Detailed Menu of Your Services

Law firm practice area pages tell visitors what services you offer. Think of these as your product descriptions with readers who really need your help. The average person knows very little about the legal world. Your practice area pages define how your firm can make a difference in the readers’ lives.

Your law firm practice area pages are the backbone of your website. They’ll form the branches of everything else you do.

For a personal injury lawyer, your main page should, obviously, be your main location’s personal injury page, i.e., Charleston, SC Personal Injury Lawyer. But you’ll also likely want a page for all of the main types of injuries you handle:

Charleston Slip and Fall Lawyer
Charleston Truck Accident Lawyer
Charleston Car Accident Lawyer
Charleston Motorcycle Accident Lawyer

The list goes on. Your main pages are your first priority. Then you can branch out.

3. Sub-Practice Area Pages: Increase Your SEO and Focus Your Pages

Sub-practice area pages give your site more opportunities to earn higher rankings on Google and focus on the services you offer. For example, suppose you are a personal injury lawyer. You create practice pages that best reflect the largest percentage of your business, including general personal injury, car accident claims, and slip and fall injuries.

How can you get your phone to ring? How can you expand a little bit?

Create pages that focus on your services. In addition to “Car Accident Attorney,” produce “Truck Accident Lawyer” and “Motorcycle Accident Attorney.” Instead of having only a “Slip and Fall Lawyer” page, turn it into a sub-category of a premises liability page. Then add sub-practice area pages like “Negligent Security” for “Occupational Falls.”

But your real SEO gold happens when you start building out to other locations around you. Charleston may be your main location, but what about the towns around Charleston (or your area)? North Charleston, Mt. Pleasant, Folly Beach, and all of the others.

You can cast your net wider as you grow, but it takes new pages. You have to craft geo-specific practice area pages for all of these separate locations. No, every location doesn’t need a whole website, but you can craft similar pages for the other areas. Please note that you CANNOT simply copy and paste what you wrote for your main location pages. This’ll get you in the penalty box with Google, and you’ll struggle to get out.

Whether you have a personal injury practice or a criminal defense law firm, sub-pages can expand on your services and increase your Google rankings. The Google algo depends on the following factors:

Keywords and keyword phrases that appear organically in the text
Strategic use of headers to make a page easier to scan for pertinent information
Relevant internal and external links that will increase your site’s authority in the field
Continuous fresh content that can be frequently indexed

Using sub-practice area pages to dive deeper into your legal services creates more opportunities to utilize the above SEO elements.

4 and 5. “About Us” Law Firm Website Pages: Why Choose Us and Our Team

Who are you, and why should we care?

Today’s legal market is highly competitive. If you have successfully kept a visitor on your site long enough to see your list of services, they’ll likely want to get a feel of who you are as a firm before requesting a consultation. It’s okay to have law firm website pages that talk about you. In fact, your law firm “About Us” and attorney bio pages are crucial selling points.

Why Choose Us?

While practice area pages are essential to connecting prospects with the services you provide, demonstrating how your firm differs from the competition is critical to converting visitors into clients.

A “Why Choose Us” page can highlight your firm’s best attributes and showcases your awards and recognitions. Consider what makes your legal practice unique.

Do you offer boutique-style service? Are you family-owned?

Think about the significant honors your firm has achieved.

Have members on your legal team been recognized by Super Lawyers or AV Preeminent? Does your firm have a long history in the area? Have you won cases that effectively helped create or change a law?

Meet Our Team

Potential clients want to know who will represent their case.

Will they advocate for my best interests? How long have they practiced? What is their education? What have they accomplished as attorneys?

Having a page dedicated to attorney biographies or profiles increases your legal team’s credibility and your law firm website’s authority. Prospects may be impressed with your firm and its achievements. However, seeing professional pictures of your team members and reading about their individual experiences can help visitors connect to your team. It is also critical to increasing your visitors-to-clients conversion rate.

6. Review Page: Testimonials from Clients

What do your clients think of you? What do they think of your services?

Potential clients are looking up your reviews on Google and LinkedIn. Help your firm’s credibility by putting testimonials from past clients on your site. Create a dedicated page that showcases how your firm has helped people and what prospective clients can expect from retaining your services.

According to data collected from Statista, website visitors expect a significant number of reviews when evaluating products and services:

Prospective clients expect an average of 112 reviews per product or service

62% of visitors read reviews before choosing a service
The most important factor when evaluating a business is its overall star rating

Don’t be afraid to reach out and ask for a review from past clients. Your firm has cultivated a valuable attorney-client relationship. Make writing a testimonial a great way to button up the end of your journey together.

Reviews and testimonials give your law firm online validation and increase credibility in the eyes of prospective clients.

7. Results Page: Can You Win My Case?

Potential clients want to see what your firm has done for other people in similar circumstances.

What kind of success have you had in your field? Do you have any high-dollar settlements? Have you defended any high-profile cases?

Confidentiality is essential in the legal world. When describing a case, use vague references and focus on the facts. If your settlement involves a high number, but your client is bound by a non-disclosure agreement (NDA), it is ok to say as much on your page.

Prospective clients want to know that they will be represented by a winning law firm. Seek out permission to disclose as many verdicts and settlements as possible.

8. Blog and News Source: Why It’s Crucial to Have Continuously Fresh Content

Google’s search engines are constantly looking for new information. You can build an amazing law firm website with all the bells and whistles. However, if you do not update or add to your site on a continuous basis, it will be in danger of becoming obsolete.

Consider a classroom full of students. A teacher will view students who frequently participate in class as smart and hard-working. The student who never raises their hand but shows up every day may be just as bright but will not receive the same recognition.

Your website works similarly. Having a blog or a page dedicated to news about the firm is an excellent vehicle for continuously adding fresh content.

9. FAQs Page: A Must-Have for Getting Your Readers Down the Funnel

Having law firm frequently asked questions pages (FAQs):

Quickly answers common questions to capture a visitor’s attention
Gives you incredible internal linking opportunities to increase your website’s strength

We’re not talking about having an FAQ page about your firm and processes, though that would be great for you to have. You’ll also want FAQ pages for all of the most common questions your audience has. This could lead to dozens of FAQ pages. For example, someone looking for help after a dog bite may have several questions:

How long will it take to get a settlement?
Do I have to go to court for a dog bite?
Should I go to the doctor or hospital now?
What if the dog’s owner was a friend or family member?

There are various ways to see what your readers want to know. The good news is that Google provides a bunch of this information for you, as do your competitors’ websites.

FAQs are excellent ways to increase the amount of law firm website pages you have in a way that benefits the readers, thereby increasing your credibility (if the pages are well-written).

10. Contact Us Page: Request a Consultation with Us Today

Every page on your law firm’s website should have a call to action (CTA) that links to your Contact Us page. When a potential client has decided to reach out to your firm for a consultation, having a mobile-friendly link to call your firm or fill out a Consult Request Form is one of the most important features of any website.

Without a clear CTA link, a prospect may move on to the next law firm’s website. Generally, visitors are media-multitasking when on your website, i.e., switching between apps on their mobile devices while on their tablet or watching TV. Telling a visitor what action to take next, e.g., click here, call now, substantially increases your visitor-to-client conversion rate.

Blue Seven Content is Ready to Enhance Your Law Firm Website Pages

Content is king in the world of Google and other search engines. Good content, that is.

Carefully crafting well-researched, quality law firm website pages is as important, if not more so, than the format and design of your website.

At Blue Seven Content, we have years of experience creating SEO-rich content specific for law firms. Our dedicated team of writers all have bachelor’s degrees or higher. Many have pursued careers in the legal field.

After years of school and service to clients, you deserve time to focus on your law firm. Let our experts work for you. We’ll keep the phone ringing.

Contact Founders Allen Watson and Victoria Lozano today by phone or email to learn more about our tailor-made legal content pages.

Written by Morgan Sprinkle – Blue Seven Content Coordinator

Refreshed by Allen Watson – Founder & CEO of Blue Seven Content

What Sets Blue Seven’s Legal Content Writers Apart?

Attorney Driven

Human Crafted

Immediately Scalable Solutions

Communication Like We’re Your Team

Types Of Legal Content You May Need

What Makes a Good Legal Content Writer?

Strong Research Skills

Always Original, Never AI

Attention to Detail

In Tune With Current Best SEO/GEO Practices

Why High-Quality Legal Content Matters More Than Ever in 2026

Do I Need an In-House Law Firm Content Team?

A Note for Marketing Agencies Who Need the Best Legal Content Writer

Reach Out for the Top Legal Content Writers Today

AI Law Firm Marketing with ChatGPT

Limitations of AI Legal Writing

Legal and Ethical Considerations with AI Legal Content Marketing

How AI Law Firm Marketing Could Get Ugly

AI Content Writing and Google’s Helpful Content Guidelines

Why There is Still a Place for Human Writers in AI Legal Content Marketing

Human Legal Content Writers Won’t Make Up Facts That Aren’t True

Human Created Data is Necessary to Avoid AI Model Collapse

Connect with Your Clients with Blue Seven’s 100% Human Written Law Firm Content

What is YMYL content?

How Does EEAT affect YMYL content?

Link Building Boosts the Trust Factor of Law Firm Content

Why YMYL and EEAT are Important Considerations When Creating Law Firm Content

Optimizing YMYL Law Firm Content for EEAT

People-First, Not Search Engine-First

Remember SEO Only Succeeds on a Healthy Website

Find a White Label Content Services Provider to Write Your Content

What White Labeling Means

White Labeling Does Not Mean Generic Reproduced Content

Is SEO Content Still That Important for Law Firm Marketing?

Law Firm Content Must Rank High in SERP to Get Results

Why White Label Law Firm SEO Content?

Law Firms

Legal Marketing Agencies

How To Choose a White Label Content Provider

Law Firm White-Label FAQs

How does white-label SEO content specifically address the unique ethical considerations in legal marketing?

What are the specific steps a law firm should take to integrate white-label SEO content into their existing marketing strategy?

Can white-label content be customized to reflect a law firm’s specific brand voice, and if so, how is this achieved?

Why Blue Seven Content for Your Law Firm White Label Services?

Grow Your Legal Practice with Blue Seven Law Firm SEO Content

Make it an Easy Read

Moving Beyond the Reading Level

Get Those Headings Formatted Properly

Which Style is Best for You?

Choosing the Right External Links

Internal Links Back to Your Page

Anchor Text for Links

Not so Good

Good Example

The Right Tone for Your Call to Action (CTA)

Get the Law Firm SEO Writing Nuts and Bolts Done Right

(UPDATED FEB 2023) WRITTEN BY ALLEN WATSON: FOUNDER & CEO OF BLUE SEVEN CONTENT

What is ChatGPT?

Responses to ChatGPT

How Could ChatGPT Disrupt Legal Marketing?

What I Found When Using ChatGPT (Legal Content Writer Explorations)

The Issues With ChatGPT for Legal Content Writing

Plagiarism is a problem

Incorrect information

It cannot can cite sources

Very surface-level content

No current information to pull from

Where does new information come from if everyone stops posting new content?

Possible legal or legislative issues

None of the ChatGPT legal marketing issues are insurmountable

Microsoft and Google – The Battle Brewing

Embrace Technological Advances Instead of Dismissing Them

How We Know the Content is Bad

Just How Bad is Bad?

How do People Pick an Attorney or Law Firm?

The Pressure on Law Firms to Consistently Post Content

Why AI is Not the Easy Solution to Your Legal Content Writing Needs

The Pros and Cons of Using AI to Create Legal Content

Freelance Content Writers and Bad Content